Why Telcos Are Better Positioned Than Tech Giants to Monetise Music, Says Con Raso

Music streaming may appear simple to users, but the ecosystem behind it is far more complex. According to Con Raso, Founder and Managing Director at Tuned Global, telecom operators are uniquely positioned to monetise music more effectively than global technology platforms, due to their direct customer relationships, network-level insights, and control over distribution.

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Speaking during a recent TelecomTalk Live interaction, Raso outlined why telecom networks represent the most powerful digital connection point in today’s world. “Almost everyone has a phone, and everyone has a connection point through a telecom network—arguably more than any other utility globally,” he said.

Telecom’s built-in advantage

Unlike standalone streaming platforms, telecom operators sit at the intersection of connectivity, billing, identity, and location. Every smartphone interaction is anchored to a telecom network, giving operators contextual insight that goes far beyond app-level data.

Raso noted during the discussion that this position gives telecom operators a structural advantage that technology companies struggle to replicate. Trusted billing relationships, large-scale distribution, and daily customer engagement significantly reduce friction when launching and scaling digital music services.

“This makes telecom an incredibly powerful foundation to build services on,” Raso said, adding that there has never been a better time to leverage this advantage.

Rethinking advertising inside music platforms

One of the most immediate monetisation opportunities discussed during the TelecomTalk Live session was advertising-led music services, especially when combined with telecom intelligence.

Today, digital advertising largely operates through generic marketplaces. Raso argued that telecom-enabled platforms can move beyond this by introducing real-world context into music experiences.

“What if you actually knew where a user was at that moment?” he said. “What if you could promote a shop within 300 metres of where they work and deliver that message between songs?”

According to Raso, Tuned Global already supports such location-aware advertising capabilities for select partners, allowing ads to be highly targeted and immediately actionable—an area where traditional streaming platforms face limitations without telecom integration.