TL;DR

  • 75% of customers trusted their mobile operator for device help
  • OEMs are competing with mobile operator for customer loyalty by embedding AI into their devices
  • Mobile operators can regain an edge by adding superior device servicing guided by AI into their on-device apps
  • A mobile operator embedded AI into its device retailer brand app, achieving 4x more engagement

Customers now live inside their phones. The device isnโ€™t just a screen; itโ€™s the front door to just about every brand relationship. Device experience is now a crux of loyalty, and itโ€™s the one arena where operators can still win.

And with the device, expectations keep rising: customers want smoother performance, minimal-friction fixes and personalization with their device and wireless brand relationship. OEMs have jumped on it.

OEMs enter the race for the customer

OEMs saw the opportunity. By embedding โ€œintelligenceโ€ into their devices, Apple, Samsung and Google have moved closer to the customer at moments that used to belong to operators: setup, support, protection โ€“ and even trade-in eventually. That shift matters because it eats into the carrierโ€™s relationship to the customer and business opportunity in four main ways:

  • On-device intelligence performs tasks offline (bypassing network-dependent services)
  • Competes with legacy VAS like device protection, as OEMs offer their own packages
  • Personalizes engagement that strengthens the OEM brand position over the operator
  • Processes data locally, reducing the operatorsโ€™ ability to monetize insights

How do mobile operators gain an edge?

Winning starts by turning device care and servicing from passive to proactive โ€“ right in their on-device app. Tutorials and one-off diagnostic tools inside the app arenโ€™t enough. Operators need an intelligence-guided device care program in their a[p[ that monitors device health across the entire ownership lifecycle, then intervenes with the right action at the right time: a performance tune-up, a targeted repair path or a well-timed upgrade/trade-in offer. The intelligence or Agentic AI, built into the operator’s app as a proactive agent, should converse naturally, understand customer intent and disposition and orchestrate next best actions end-to-end across channels: the app, store and customer support.

An MNO sets an example

When TELUS applied this approach at Mobile Klinik โ€“ their mobile device retailer brand โ€“ they reported 4ร— higher app engagement, 3ร— lift in offer conversion and nearly 2ร— increase in store-visit intent. It was proof that proactive care doesnโ€™t just delight; it converts.

MCE is your partner

This is where MCE comes in. For two decades, MCE has helped leading MNOs and OEMs elevate the mobile device experience. We fuse customer-facing AI with battle-tested app UX to deliver proactive device care that keeps devices running, resolves issues before they become churn risks, and moves customers seamlessly from fix to upgrade when it makes sense. The result: operators reclaim daily relevance, deepen loyalty, and compete head-on with OEM experiences. If youโ€™re ready to turn your app into the smartest place your customers go for device care, explore our App Power Play.