Sueno

Mobile operators in Southeast Asia sat on millions of subscribers who wanted content on their phones, but had no platform to deliver it. Ringtones, wallpapers and small apps were scattered across vendors, with no way to segment subscribers or bill them cleanly.

On top of that, data traffic between operators in the region needed interconnects that did not exist yet. Every operator was an island, and building the bridges one by one was slow, political and expensive.

1. Step 1

   We built the full multimedia platform: a content pipeline for ringtones, wallpapers and small mobile applications, delivered straight to subscribers through their own operator.

2. Step 2

   We engineered subscriber segmentation so operators could target offers by behaviour and profile, instead of blasting everyone with the same message.

3. Step 3

   We laid interconnects with mobile operators across the region, creating the paths for data traffic to flow between networks.

4. Step 4

   We designed the complete management platform and billing model, so every download, subscription and interconnect settled correctly on the subscriber's bill.

Sueno turned operators into content providers: their subscribers got ringtones, wallpapers and apps, and the operators got a working billing engine to monetise it.

The regional interconnects opened data traffic between operators that had never been connected before, and the management platform kept the whole machine running.

• In telecom, the billing model is the product. If it cannot charge, it does not exist.

• Segmentation beats volume: the right offer to the right subscriber outperforms the loudest campaign.

• Interconnects are relationships first and cables second. The deal makes the data flow.