Case Study: Viva
VIVA App, the white-label Super App that revolutionized the telco industry
Telecom Digital Ecosystem
Context
The telecommunications industry faces increasing pressure from commoditization, declining ARPU, and growing dependence on connectivity-based revenue models along the world. Mobile operators, especially in prepaid-dominant markets, struggle to retain customer relationships as OTT platforms capture user attention, engagement, advertising value, and behavioral data.
The customer in this case, a telecom operator in Bolivia, required a digital platform capable of transforming connectivity into a broader engagement and monetization ecosystem.
The technical problem centered on fragmented customer journeys, low differentiation beyond pricing, limited monetization of user attention, and lack of integration between self-service, rewards, advertising, commerce, and financial experiences within a unified digital environment.
The client faced multiple structural limitations impacting growth and customer retention. Revenue remained highly dependent on prepaid connectivity consumption, while churn rates remained high and ARPU showed downward pressure.
Traditional telco apps functioned mainly as transactional self-service channels, lacking engagement mechanisms capable of generating sustained usage or new monetization streams.
Additionally, advertisers increasingly concentrated investment on platforms such as Meta and Google, leaving telcos disconnected from the advertising value chain despite owning valuable first-party subscriber data. Architecture fragmentation also limited integration between rewards, commerce, wallet services, and personalized engagement, preventing the operator from creating a differentiated digital ecosystem that could scale user retention and economic participation.
Challenge
The SSI
Solution
Salamanca Solutions International designed and implemented ALVA Super App, a white-label closed-loop digital ecosystem enabling telecom operators to evolve from connectivity providers into fully integrated digital platforms. ALVA unified telco self-service, incentivized advertising, rewards, commerce, wallet capabilities, and content engagement into a single experience.
SSI engineered a browsing and monetization layer that transforms user attention into measurable economic value, rewarding users through data, discounts, points, and benefits. The platform integrated an AI-driven engagement layer delivering next-best actions, predictive personalization, contextual recommendations, and real-time segmentation using first-party telco signals. An advertising engine delivered verified, incentivized attention with measurable CPC and CTR performance.
- 4x lower churn vs. telecom average
- 1.3x higher ARPU vs. standard subscribers
- 88–94% retention rate
- 35–55% monthly stickiness
- +270% year-over-year MAU growth
- Average CPC of USD 0.30
Impact
White-label Super App · AI-driven personalization · Advertising exchange engine · Wallet and commerce integration · First-party data segmentation · Rewards and loyalty platform