How to Create a Mobile-Centric Omnichannel Experience in Telecom

Mobile apps are central to omnichannel strategy in telecom, serving as hubs that enable customers to manage billing, track data usage, and customize add-ons. However, to create a lasting impact, telcos need to take the app’s interface further—it should adapt to each customer’s specific needs, showcasing the most relevant features upfront.

On top of that, the mobile app should adapt not only to user’s interests but to their location, demographics, etc. A modular approach to app design is essential to remain responsive to customer demand and different market needs. This approach allows telecom providers to launch or update app features quickly, without creating separate apps for different regions or customer segments.

A modular approach means that a mobile operator has one app with modules that can be tailored to different audience groups. Developing and maintaining such a modular app is easier than several different apps.

Different industries, like banking or mobility, already adopt this approach. For example, financial super apps seamlessly connect services across industries, allowing users to book travel, purchase instant travel insurance, earn credit card points, and more—all within one app.

For telcos, this model could expand to even more diverse areas. One of the areas, is smart city services, like scheduling waste collection or managing utility bills and energy use through smart meters, creating a comprehensive, integrated ecosystem that meets diverse customer needs.

Smart city services could be a start for a telco super app as they are tightly connected to a user's daily life. But the super app services can include much more, depending on what services a telco already provides and what additional needs its customers have. For example, a mobile operator like T-Mobile can enrich its super app with some services that it already has in its portfolio, like smart home control, AI assistant, and e-commerce. To see a design concept of a T-Mobile super app, read the case study or watch the concept presentation.

With cross-channel synchronization, telecom providers can consolidate data from various systems, improving their ability to serve customers with relevant, real-time updates. This ensures the customer journey remains seamless, whether on a mobile app, website, social media, or in-store interaction.