Page 16 - SAMENA ELITE - June-September 2025
P. 16
ARTICLE
16 JUN-SEP 2025
BDAM: A
Global-First
Subscription
Model from the
Heart of Telecom
Mushfig Aliyev
Chief Commercial Officer
Azerconnect Group, Azerbaijan
In an industry where most innovation which businesses secure customer
efforts are directed toward adjacent loyalty. But in the era of digital- BDAM blends the best of
sectors like fintech or content native consumers—particularly Gen prepaid and postpaid
streaming, a major breakthrough Z—there is growing resistance to without inheriting
has emerged in the core of telecom models that restrict freedom, reduce their flaws. It avoids
operations. Born in Azerbaijan, the transparency, or create friction. meaningless micro
Bundle-Driven Access Model (BDAM) BDAM offers an alternative that
represents a fundamental shift in prioritizes engagement, flexibility, top-ups common
how customers stay connected, and behavioral consistency over in prepaid systems,
challenging long-held practices obligation. while sidestepping
around subscriptions, prepaid the inflexibility and
models, and loyalty. BDAM reimagines the prepaid commitment of postpaid
paradigm: rather than relying on contracts.
frequent micro top-ups to maintain
‘active’ status, customers must
BDAM reimagines the
now choose a bundle of data and/ Since its launch, BDAM has delivered
prepaid paradigm: rather
or voice services. If no bundle is measurable results: mid-tier bundle
than relying on frequent selected, service goes inactive— adoption has grown by 2x, new
micro top-ups to maintain removing confusion about balance sales are through 100% bundle and
‘active’ status, customers validity or top-up timelines. This subscriber quality has improved
must now choose a transforms bundle purchase into the through the phasing out of dormant
behavioral trigger for connectivity. SIMs. Importantly, customer
bundle of data and/
understanding of their activity status
or voice services. If no
BDAM blends the best of prepaid has become clearer and more
bundle is selected, service and postpaid without inheriting their transparent.
goes inactive—removing flaws. It avoids meaningless micro
confusion about balance top-ups common in prepaid systems, BDAM also offers a countermeasure
validity or top-up timelines. while sidestepping the inflexibility and to the erosion of telecom relevance
commitment of postpaid contracts. by over-the-top (OTT) platforms like
Instead, customers engage on their WhatsApp. By putting bundle logic—
Traditional subscription models own terms, but within a framework rather than passive balances—at
have long been the mechanism by that fosters regularity and trust. the center of the user relationship,
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