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.
Enterprise Value Integration (EVI) focuses on closing gaps between what Customers Experience and what they expect based on the brand promise. This often creates a significant amount of value for both customers and shareholders, because it improves loyalty and brand reputation. The failure to assure that Business Processes are designed to serve customers under different circumstances and conditions is actually the most common problem with enterprises. The way to address this in a comprehensive way involves three initiatives. The first is to collect and analyze unstructured customer feedback and go way beyond sentiment analysis. Identifying the root cause of a failure in the customer experience can often be traced back to a business process workflow that does not factor in all the needed alternatives. The second initiative is to take real-world data and build an inventory of all of the different scenarios faced by customers and correlate them to market segments. This allows for an accounting of the costs associated with these different needs and conditions. Finally, the third initiative is to put what you have learned into practice. All of these initiatives can be put into practice with an agile approach, with two-week sprints. LEARN MORE ABOUT 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.