How Mixpanel helped My Telenor App drive 29% growth in monthly active users

When Telenor Pakistan launched the My Telenor App (MTA) in February 2016, the goal was to give customers a simpler, more seamless way to manage their everyday telecom needs digitally.

Over time, MTA evolved from a self-care platform into a key part of Telenor Pakistan’s customer experience, enabling millions of customers to access services, manage their accounts and stay in control of their usage from a single platform. The app became Pakistan’s first telecom app to surpass 10 million users, reflecting the growing adoption of digital self-service.

As the app grew in scale and functionality, understanding customer behavior became increasingly important. MTA now enables customers to complete 90% of its key use cases through the app rather than traditional call center interactions.

To deepen that understanding, Telenor Pakistan partnered with Mixpanel to create a centralized behavioral analytics layer across the app. The platform has helped teams across Digital Product, Growth, Digital Partnerships, Content and other functions understand customer journeys, identify friction and connect engagement insights to commercial outcomes.

As MTA accelerated its digital engagement strategy, traditional reporting tools made it increasingly difficult to build a complete picture of the customer journey. Data was spread across internal reporting systems, the data warehouse, Firebase, Google Console and BigQuery. While each source provided valuable information, teams often had to pull data from multiple platforms, reconcile datasets and conduct additional analysis before reaching an actionable insight.

The bigger challenge was understanding what happened between measurable outcomes. Traditional reporting could show what a customer ultimately purchased, for example, but offered less visibility into the behaviors leading up to that outcome: what customers searched for, where they dropped off, which features they explored and how long it took them to reach a particular destination.

MTA therefore needed a more centralized way to understand customer journeys, feature adoption, engagement, retention and conversion; and make those insights accessible to teams beyond technical analytics.

MTA implemented Mixpanel as part of a broader transformation in how its product and growth teams use data. The initial implementation was remarkably fast, with meaningful analytics live in roughly a week. The team began by identifying its most important customer journeys and business KPIs, then established the event tracking needed to create a consistent view of behavior across MTA.

From there, the team built dashboards, funnels, cohorts, retention analyses, and behavioral segments around its key growth use cases. Rather than limiting analytics to a technical team, MTA enabled product, growth, marketing, partnerships, and other stakeholders to explore customer behavior and answer business questions directly.

Visibility into the customer journey

One of the most valuable applications of Mixpanel was revealing customer journeys that had not necessarily been anticipated when the app experience was designed.

Using Flows, the team discovered that a large group of highly engaged users were entering MTA for features such as Daily Reward and Play & Win, but repeatedly leaving without ever reaching a package screen. This revealed that the issue wasn’t necessarily a lack of demand. Customers were engaged, but the relevant commercial experiences weren’t being surfaced effectively.

MTA also used behavioral analysis to understand how long customers took to reach lower-frequency self-care features, helping the team identify problems with placement and labeling.

Turning engagement into monetization

Another important discovery was that an engaged customer isn’t automatically a monetizing customer. MTA found that a sizable group of users were opening the app almost every day for rewards and games while going weeks without viewing a package.

By surfacing relevant offers alongside those high-engagement features, MTA was able to connect existing customer behavior with new purchase opportunities. This change generated up to a 100% increase in revenue from the offers displayed alongside those engagement features over three months.

Using behavior to prioritize the roadmap

Mixpanel has changed the way MTA prioritizes product improvements. Instead of relying primarily on assumptions about preferred layouts or feature placement, teams could assess screens based on customer drop-off and the time taken to reach them. This helped identify and prioritize the areas creating the greatest friction.

That approach informed the redesign of MTA’s navigation and the placement of offers alongside engagement features. For the Home UI revamp, navigation was rebuilt around observed customer behavior, while feature names were updated using language customers actually use. Mixpanel was then used to measure the impact of those changes.

The result was an 8–9 percentage-point increase in core users immediately following the revamp.

Connecting analytics to action

The value of behavioral analytics extends beyond product decisions. MTA’s campaign platform, Insider, integrates with Mixpanel, allowing teams to create behavioral cohorts and use them for more targeted lifecycle campaigns.

For example, behavioral data can help identify which offers a customer is exploring before a bundle expires, creating an opportunity to make high-value offer campaigns more relevant. This creates a continuous loop: understand customer behavior, identify an opportunity, act on the insight and measure the outcome.

The partnership between Telenor Pakistan and Mixpanel has delivered measurable gains across engagement, customer quality and commercial performance.

• Since adopting the platform, MAU has grown to 12.5 million with 29% year over year growth, while daily engagement has increased by 5 percentage points.

• The quality of the app customer base has also improved. High Value Customer penetration within the app base increased from 55% to 60%, while ARPU for the app-acquired base grew 26% incrementally compared with a lookalike network base during the same period.
• From an engagement and retention perspective, MTA’s core-user segment—customers active more than 20 days per month—increased by 6 percentage points.
• The impact has extended to individual product initiatives as well. Following the Home UI revamp, core users increased by 8–9 percentage points, while targeted offer placement alongside engagement features produced an observed up to 100% increase in revenue from those offers over three months.

Beyond the metrics, Mixpanel has helped embed a more behavioral approach to product development. Teams can replicate journeys in real time, investigate problems event by event, and use actual customer behavior to determine what the product team should tackle next. Rather than asking which feature gets the most clicks, MTA can now ask a more valuable question: which customer behaviors create the greatest opportunity for the business?

As Telenor Pakistan moves into the next phase of its journey following the amalgamation of Telenor Pakistan and Ufone under PTML, the established digital experience of MTA is positioned to evolve into a unified app serving a broader customer base.

Mixpanel is expected to play a role in that evolution, with the opportunity to expand behavioral analytics beyond individual app interactions and toward a broader understanding of digital customer behavior across the network.

“Today, Mixpanel is MTA’s source of truth for app behavior,” shared Misbah. “The longer-term vision is to make it a broader behavioral intelligence layer for digital customers across the network.”