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What's Inside the Book of Journeys
Industry Journeys
Detailed customer journeys built from real market behaviors, needs, blockers, and triggers across industries and regions.
Cross Channel Strategies
Practical approaches for connecting journeys across channels and touchpoints, so engagement feels consistent, timely, and relevant throughout the lifecycle.
Benchmarks & Visuals
Research-led benchmarks, patterns, and visuals that help teams spot opportunities, validate direction, and communicate the why clearly.
The telecom journey playbook built for modern customer behavior.
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Personalize Your Book Of Journey in 3 Steps
Step 1/3 : Select Your Industry
Telecom
Insights for Industry
10-25%
of subscriber share in mature markets is controlled by MVNOs, raising churn pressure and driving retention-focused strategies.
8-12%
higher ARPU uplift is delivered by AI-driven personalization across competitive Telco markets.
20-25%
year-over-year growth in AI and automation investments reflects how Telcos are countering stagnating revenues.
60-65%
of global Telco subscribers are still prepaid, requiring micro-trigger, high-frequency marketing journeys.
80%
postpaid penetration in saturated markets like the USA pushes Telcos to prioritize loyalty, bundling, and upsell-led marketing efforts.
Personalize Your Book Of Journey in 3 Steps
Step 2/3 : Select Your Role
CMO
Marketing Head
VP of Marketing
Customer Experience Manager
Marketing Director
Others
Insights for Role
9.1%
Average marketing budget as a % of company revenue (CMO spend benchmark).
~3× by 2030
Data traffic growth runway (personalization + relevancy matters more).
$1.4T
Mobile money value in 2023 (proof that behavior-led programs move big numbers).
1.75B
Mobile money accounts in 2023-24 (huge reachable base for lifecycle programs).
2.3B
5G subs by end-2024 (bigger base for premium experiences + upsell).
$ 5.7T
Mobile industry contribution to global GDP (economic value added) in 2023.
$1.4T
Mobile money transaction value in 2023 (serious “beyond connectivity” revenue behavior).
~3×
Global mobile data traffic is expected to triple by 2030 (pressure + opportunity for experience-led growth).
2.3B
5G subscriptions globally by end-2024.
1.75B
Registered mobile money accounts globally in 2023.
350M
Fixed Wireless Access connections forecast by 2030 (home internet growth lever).
~3×
Data traffic growth (retention and experience become the real battleground).
$1.4T
Mobile money transaction value in 2023 (adjacent revenue potential).
2.3B
5G subs by end-2024 (upgrade + device + plan plays).
$5.7T
Mobile industry GDP impact in 2023 (stakes + scale).
85B
Mobile money transaction volume in 2023 (high-volume journeys need clean servicing).
~3×
Data traffic growth (experience issues scale fast if CX isn’t proactive).
2.3B
5G subscriptions by end-2024 (expectations rise with capability).
350M
FWA connections by 2030 (CX spans home + mobile expectations).
1.75B
Mobile money accounts (CX extends beyond connectivity into trust + support).
$1.4T
Mobile money transaction value in 2023 (proof that “everyday utility” drives adoption).
1.75B
Registered mobile money accounts in 2023 (scale for engagement + cross-sell).
85B
Mobile money transactions in 2023 (habit-led engagement).
9.1%
Marketing budget benchmark (pressure to prove ROI).
2.3B
5G subs by end-2024 (upgrade nudges + value framing).
Enter your role
This helps us understand who’s accessing the Book of Journeys.
Personalize Your Book Of Journey in 3 Steps
Step 3/3 : Final Details
![Book of Journeys](/wps/wcm/connect/c31a6c7c-54df-40b8-89de-9deddf7ca4e8/d87ecaa2d65db42f3f7ca454ff55de84df681194.png?MOD=AJPERES&CACHEID=ROOTWORKSPACE-c31a6c7c-54df-40b8-89de-9deddf7ca4e8-pQvQ1HB")
Telecom
Preview
8x
More customer responses
Global Bank
50%
Cost reduction
Telco Campaigns
+18%
Operating profit boost
US Retailer
The Customer Personas Shaping These Journeys
Discover more personas
Bundle Seeker
Wants one provider, one bill, and clear proof the bundle actually saves money.
Prepaid to Postpaid Switcher
Tops up too often and just wants a steady monthly plan—without bill shock or paperwork.
Everyday Value Member
Stays loyal when rewards feel easy, useful, and worth coming back for.
Inside the Book — Sneak Peek
See how the book is built: who the customer is, what moment matters, and what to do next. Every example includes ready-to-use messaging, channel guidance, and the Unica® capabilities that make it achievable.
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What Our Customers Say
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With HCL Unica+, we're entering a new era, one that enhances marketers' capabilities thanks to AI, all at the service of our customers' satisfaction. The change in UX/UI enables marketing teams to focus on the performance of their campaigns, with a global and efficient vision
HCL Unica+ is an extremely interesting evolution in the MarTech landscape. It represents a step change in the field of CX, a cutting-edge approach built on top of the most mature Marketing Automation platform ever created, designed by marketers for marketers.
The automation features of HCL Unica were helpful in dealing with complex inbound and outbound marketing campaigns. The user-friendly interface was easy to follow without much confusion. What I liked the most was the prompt customer care support that resolved the issues within minutes
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