INDUSTRY PROFILE: TELECOM & MOBILE
The telecom market had a value of around $1.4 trillion USD in 2017. Leaders in integrated telecom services include AT&T, Verizon, and Chunghwa Telecom. Leaders in wireless include NII Holdings, American Tower, SBA Communications, Vodafone, Telefonica, Bharti Airtel Limited, and BCE. Telecom businesses have been adverse to spending on infrastructure in recent years. Before moving into new revenue channels, each must earn the “right to win.” The rollout of the mobile technology platform 5G is expected to be a multi-year process beginning in 2018, which is a battle for that right. 5G will enable accelerated adoption of mobile media. Internet of Things, and autonomous vehicles.
CUSTOMERS & MARKET SEGMENTS
77 percent of the U.S population have smartphones; 17 percent have another device. The highest level of adoption is 98 percent of black Americans. It is an attractive market for investors because it has a lucrative upside, is defensive, fashionable, is information-driven with access to call records, provides access to new markets and a younger user base, incorporates and adopts emerging technologies, and brings everyone closer together. Not surprisingly, 100 percent of millennials between 18-29 own some kind of a device, while only 85 percent of people over 65 can say the same. 98 percent of people making more than $30,000 per year have a phone, according to Pew Research Center.
BUSINESS MODELS & BRAND PROMISES
Capgemini asserts that crowdsourcing, peer-to-peer, push-to-pull, long tail, and fragment-and-mash are business models that are reshaping the telecom space. Fragment-and-mash is the consistent modularization of the entire model, across a range of sub-activities. As a result, telcos have begun to make changes to their core value proposition. Telefónica acquired a majority stake in Tuenti, and launched Mobile Virtual Network Operator (MVNO) services using the Spanish social media brand Tuenti. Companies are also experimenting with innovative ways of payments. Blyk, which started off as a B2C MVNO, allowed consumers to earn free messaging and airtime by receiving targeted opt-in advertisements.
Enterprises in a variety of industries are under pressure from investors and competition to innovate their Business Model(s). In some cases, Models incorporate upselling or deceptive practices to expand revenue streams. When a Model is incongruent with the Brand Promise, customers often turn to other brands they think they can rely upon. It is also possible that the Promise is not keeping up with the Model. A Promise can evolve over time, with patience and the proper investment. Enterprise Value Integration (EVI) specializes in identifying specific and incremental steps that can be taken to close gaps between Business Architecture and Brand Architecture. These gaps can occur at different levels and are often not obvious or visible to the workforce unless they interact directly with customers. And team members who interface with buyers are often not in a position to do anything. EVI creates a significant amount of value for both customers and shareholders because it improves loyalty and brand reputation, which translates into more profitable and sustainable revenue. EVI initiatives also enable operations to be more efficient and create greater clarity for employees, contractors, and partners. DO MORE WITH YOUR ARCHITECTURE >
CONTACT ENTERPRISE VALUE INTEGRATION TO LEARN WHAT WE CAN DO FOR YOUR BRAND:
INDUSTRY EXPERIENCE
Enterprise Value Integration (EVI) has extensive experience serving corporate clients in verticals such as telecommunications, internet service provider(s), media, and advertising. This experience has taught our team that Brand Promises are only as good as the company’s ability to execute consistently. Customer Experience must align with the Promise. Both will align only if the Business Model and Business Processes support the Promise. Our approach is to scale integration with Cloud Computing, through redesigned Processes and Web Services. We have partnerships with leading Cloud vendors to accelerate this process.