TANGIBLE BENEFITS BY INDIRECT BOTTOM-LINE CONTRIBUTION (CONTINUED) For example: 09 10 11 Through an increase in By providing mobile connectivity By enhancing business decision- customer base and brand to previously unconnected users. making capabilities, such as exposure, using physical Direct marketing through OTT demand-based pricing on the fly, or digital trials, such as services such as WhatsApp or using real-time data analysis. Jana has. are especially relevant in this Insurance companies, for case. Messenger platforms are example, could tailor premium increasingly being used not just pricing in real time according to for communication but also as data they can collect if they “own” transaction touchpoints (e.g., the consumer’s connectivity. WeChat). 85