In this episode of TP:Talks, we welcome Kajetan Zwirglmaier and Alexander Zimm from Simon-Kucher to explore the findings of their global telecom study. With insights from over 16,000 consumers across 31 markets, they introduce the HELP index - Happiness, Engagement, Loyalty and Paying - as a smarter way for operators to boost customer lifetime value. The discussion covers the pitfalls of price wars, why loyalty needs more than giveaways, and how service apps can become powerful commercial tools. Especially for the saturated Dutch market, their advice is clear: stop fishing in the red ocean, and start growing long-term value in the blue one.