The explosion of over-the-top services, from WhatsApp to Spotify, has left mobile operators scrambling for ways to boost revenues. As AT&T in the US bulks up to compete directly with OTT services, European operators are fighting a war of attrition to attract new customers and avoid commoditization.

Here are the companies whose ranking in Gartner L2’s Digital IQ Index: Mobile Operators changed most significantly in the past year:



Wind made incremental improvements across several dimensions, including search visibility, on-site customer service, and device page merchandising. Its increased engagement across all social platforms also contributed to the improved ranking.

Bouygues France: AVERAGE to GIFTED

Increased product page sophistication has had positive effects on unbranded search visibility. Site load performance has also improved.

Cosmote Greece: AVERAGE to GIFTED

The brand strides forward in desktop site functionality with enhanced product pages, e-commerce, and customer service features. It also demonstrates best-in-class performance across social platforms.



Vodafone Italy: GIFTED to GIFTED

Lower ownership across branded search terms and visibility on unbranded results across devices reduced the brand’s score year over year, despite continued strength on social media.


Limited investment in mobile search performance­—the primary source of site traffic—led to a decrease in visitors year over year. The brand’s mobile site fails to keep up with the industry’s pace of innovation.

Vodafone Greece: AVERAGE to AVERAGE

Reduced visibility against unbranded search terms on mobile contributed to lower site traffic year over year. Improvements in on-site customer service features and store locator ease the drop off.

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