Page 17 - SAMENA ELITE - June-September 2025

17

telcos regain control of the customer pricing model—it's a redefinition of
lifecycle. This reinforces ecosystem BDAM fits squarely into customer interaction.
value, encouraging frequent and the global shift toward
meaningful interaction. The model, pioneered and executed
opt-in, platform-based
in Azerbaijan, provides a replicable
ecosystems. It mirrors what
As BDAM eliminates the reward from blueprint for telecom operators
simple top-ups, customers may platforms like YouTube across prepaid-heavy markets. It
need small-scale credit to purchase and Spotify are doing by proves that loyalty doesn’t need to
bundles. This opens a new fintech-like offering experiences rooted come from obligation - it can emerge
opportunity for telecom operators in voluntary engagement, from design, experience, and respect
to introduce micro-lending capa- for how today’s users want to stay
rather than auto-renewing
bilities—allowing them to stay within connected. By removing top-up-
subscriptions. For telecom
their domain while enabling access based activity, some users now need
and increasing bundle conversions. operators, this is not just just-in-time microcredit to purchase
a pricing model—it's a bundles, opening new fintech angle.
BDAM fits squarely into the global redefinition of customer Operators have begun providing this
shift toward opt-in, platform-based interaction. — not by becoming banks, but by
ecosystems. It mirrors what platforms leveraging native behavioral data to
like YouTube and Spotify are doing lend responsibly within their own
by offering experiences rooted in auto-renewing subscriptions. For ecosystem. It’s telco-led fintech, born
voluntary engagement, rather than telecom operators, this is not just a from infrastructure, not ambition.

SAMENA ELITE