skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


This month's most innovative announcement was Airtel Ghana’s in-app data purchase bundles. What is particularly innovative about Airtel’s service is the fact that users are offered a choice of bundles based on their device type and estimated usage.


  • Context-based marketing like Airtel’s in-app option to purchase data is likely to yield an even greater revenue opportunity for operators.

Features and Benefits

  • Find out more about Airtel's innovative new in-app data purchase service
  • Learn about the debate surrounding zero-rated plans and net neutrality

Key questions answered

  • How does Airtel's new in-app data purchase service work?
  • How has zero-rated content become an issue for regulators?

Table of contents

Ovum view

  • Summary
  • Airtel demonstrates how operators can monetize data while still offering zero-rated data tariffs
  • Zero-rated plans continue to generate debate around net neutrality
  • Operators must innovate on pricing and tariffing in order to differentiate


  • Further reading
  • Author

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now