Telecom companies go all out to keep users glued to digital platforms

Telecom companies are waging a bitter battle, only this time it’s not the usual scramble for more subscribers but rather making existing users increase their stickiness in using their own digital platforms such as My Jio, Airtel Thanks or the Vi app as a way to gain more revenue.
 
Apart from helping customers to recharge their phones, the apps provide them access points to other digital offering, making them potentially new sources of non-mobile revenues. 
 
The ratio of daily active users as a percentage of monthly active users is a marker of customer stickiness. According to BofA Research,