The brave new era of telecoms
Against the backdrop of profit pools declining, mobile and fixed services converging, and ever more new bundles offered, Telecom operators are waging a war for connectivity and customer intimacy. Power has shifted to the consumer—it’s easier than ever for them to switch brands.
The rules of engagement have changed. Marketing is shifting from broadcast-based monolithic experiences to contextual, personal experiences served to individuals right in their moments of need.