I think other mobile operators can definitely learn from this. But not all of the are staying behind. Vodafone New Zealand has something great, it’s called Self Central.

Self Central is a mobile community that lets consumers create their mobile room and upload images, video and audio to their personal spaces. Other users have access to this mobile content, including downloading multimedia content.

The users can earn call value when other users are watching their content.

The interesting thing for Vodafone was, that they finally saw how their customers really are, because of all of the user pages with the UGC. It seemed that their customers are not that similar to the happy, smiling and perfect faces Vodafone was always advertising with. So now they adjusted the communication to this specific target group..