At ATF 2025, Southeast Asia’s leading mobile operators agreed that the next wave of growth will no longer come from connectivity, but from digital services and content. In the panel discussion “Telcos chasing non-connectivity revenues – content remains king”, executives from AIS, Globe and Telkomsel detailed how entertainment, sports and personalized experiences are becoming strategic pillars.
Pratthana Leelapanang (AIS) explained that, although connectivity remains the foundation of the business, its contribution is stagnating and forcing a shift towards higher-value verticals. There, content and sports already account for between 4% and 5% of the non-connectivity business, driven by consumers willing to pay for premium experiences. For AIS, the key is collaboration: deep partnerships with studios and OTTs, joint investment models and unified packages that simplify user subscription and increase retention.
Derrick Heng from Telkomsel pointed out that content not only generates revenue, but also boosts loyalty. The success of his internationally acclaimed short film Little Rebel Cinema Club proves, he said, that innovation is born when the lives of talented individuals are transformed. He also noted that mobility data makes it possible to offer micro-dramas and contextual recommendations, adding relevance to daily consumption.
Roche Vandenberghe (Globe) stressed that not every initiative should be monetized immediately: first, it must be useful and relevant to the customer. Personalization, integrated services and the intelligent use of data are the path to stronger and more sustainable relationships. He also warned that partnerships only work when both parties understand their role and seek solutions tailored to the ecosystem.
The consensus was clear: in a market saturated with connectivity, the real competitive battle will be fought in the arena of content, experience and each telco’s ability to create value beyond the network.
