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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

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