2025 Digital Consumer Insights: AI

Alzbeta Fellenbaum

Practice Leader, Service Provider - Consumer

Alzbeta Fellenbaum is the Practice Leader for Omdia’s Service Provider – Consumer research covering consumer broadband data and bundling trends as well as monetization strategies for telco digital retail services.

Alzbeta has over a decade of experience in the telecoms sector, delivering strategic research and consulting projects such as the Broadband Coverage in Europe project for the European Commission. Previously, Alzbeta was a principal analyst and research manager at IHS Markit and a member of the service providers and platforms team. Prior to joining IHS Markit in 2012, Alzbeta was an audience research and market insights coordinator for Radio Free Europe/Radio Liberty in Prague, Czech Republic. Alzbeta holds a Master of Arts in international relations and American studies from Charles University in Prague and has studied at the University of Miami and Georgetown University.

Pål Karlsen

Senior Analyst, Emerging Consumer Services

Pål Karlsen works in the Service Provider Consumer team at Omdia. He focuses on consumer opportunities for telecommunications companies in compatible areas such as gaming, financial services, and sustainability. He also specializes in advanced messaging, 5G/fixed broadband pricing, and bundling. Before working with telecommunications, he worked with various building technologies, focusing on how sustainability benefits and incentives affect and influence the markets.

He holds a Master of Arts in globalization and multinational corporations from SOAS University of London in London, England and a Bachelor of Science in business and economics from BI Norwegian Business School in Norway. Pål is based in London, England.

Nicole McCormick

Chief Analyst, Digital Consumer Services, APAC

Nicole McCormick is Chief Analyst of 5G and Broadband. Her focus is consumer monetization and upsell strategies through tiered pricing techniques and service differentiation. To do this, she asks, “Where is the new money?” from advanced network technologies, gigabit broadband, 5G Advanced, and 5G Standalone. As today’s monetization is also about churn retention, McCormick also looks at how operators can increase consumer stickiness through loyalty programs and initiatives. Her remit also includes 5G FWA innovation and upsell.

She has over 25 years of experience covering the mobile and fixed broadband sectors. Based in Australia, Nicole is a regular presenter and moderator at industry conferences in the region.

Mariana Zamoszczyk

Principal Analyst, Digital Consumer Operator Strategy Services

As part of Omdia’s Service Providers team, Mariana Zamoszczyk specializes in the evolving digital consumer operator landscape, with expertise in high-growth value-added services beyond traditional communications. Her strategic insights into smart home solutions, cybersecurity, and e-health and well-being help service providers identify market opportunities and develop differentiated go-to-market strategies.

Mariana joined Omdia in March 2016. Previously, she worked for BT Global Services, leading the Latin American Insight & Analytics team and carrying out competitor and customer intelligence, among other research and sales support activities. Prior to BT, Mariana worked for IDC and Frost & Sullivan.

Mariana holds a master’s degree in political economy from the University of Sheffield and a bachelor’s degree in economics from the University of Buenos Aires.