It should be about how can I, as a customer, leverage my own connections and networks and access different products and services based on who I know and what I do. Instead today most operators have this hierarchical view that details what the company thinks is important to you --things like your job, your income and basic demographics.

SM: I think with loyalty today, there is an element that comes through who are your friends and how your own personal networks are defined. If there is a critical mass of people on a particular social media then that determines a sense of loyalty.

From the perspective of being a mobile operator, you still need a high quality network and all the fundamentals of a good service to be at the table. But these are the basic table stakes and that alone isn't enough. So on top of the infrastructure, the challenge is to provide services that are really relevant to customers and their social needs and not be focused on simply creating this notion of "stickiness".