Case Study: Millicom (Tigo) achieves higher data adoption and subscriber loyalty with Sandvine OutReach

Tigo (Millicom): Solving the OTT Dilemma with Smartapps

Millicom’s Tigo, a multinational operator serving tens of millions across 14 markets in Africa and Latin America, faced the challenge of increasing smartphone and data usage by making over‑the‑top (OTT) services and digital content easy to discover, subscribe to, and pay for. They needed a solution that would drive adoption, integrate with existing billing and CRM systems, and strengthen customer loyalty.

Tigo launched Smartapps, powered by Sandvine OutReach — a hybrid web/app storefront that integrates third‑party OTTs (like Deezer and Microsoft Office 365) with seamless billing, real‑time in‑app updates, and centralized service management. The result: simpler subscriber access to premium content, higher data use and OTT adoption, and stronger loyalty and revenue through profitable partner relationships.

Millicom

David Gilarranz Berner

Global Head of Digital