デジタル時代のためのTelco (通信事業者) ブランディング
Telco Branding for the Digital Age
|発行||Mobile Market Development Ltd||商品コード||858141|
|出版日||ページ情報||英文 32 Pages
|デジタル時代のためのTelco (通信事業者) ブランディング Telco Branding for the Digital Age|
|出版日: 2019年06月05日||ページ情報: 英文 32 Pages||
当レポートでは、デジタル時代においてTelco (通信事業者) ブランドをどのように進化させる必要があるのか、ブランド名におけるTelco 2.0とは何かについて調査しており、Telcoにとってのブランドの課題、主な例などを挙げて説明しています。
Operators around the world have seen their revenues eroded and margins reduced due to the entry of OTT and digital players.
This impact is on top of the pressures of competition between players and the ever increasing attentions of regulators intervening on pricing (e.g. MTRs, roaming).
At a time when operators need to fund a whole new generation of infrastructure in order to remain competitive and contribute to national economies, pressures on revenue and margin become a critical determinant in how quickly and widely they can deploy 5G.
The perception of the telco as a key supplier is dependent to an extent on its brand positioning. To be a supplier of choice, the brand must have credibility as a digital player alongside the OTT and other application and service providers that customers choose to have a relationship with.
Most operators are working on their brand with a view to remaining digitally relevant, but their success in this endeavour has been very varied. The purpose of this report is to examine the repositioning efforts of a number of players in an effort to derive what factors determine success in this area.
An understanding of what works and why will help others reviewing their own approach.
Following this section, the remainder of this report comprises the following sections:
This report examines how telco brands need to evolve in the digital age. What is Telco 2.0 in brand terms? There are many different approaches and a wide range of levels of success. In some cases, brand reinvention is based on aspirations or perception of the successes of digital players, rather than an accurate understanding of capabilities and what the market will accept. The future viability of telcos as a market force (rather than just a connectivity provider) depends on getting it right.