The TrendLab Telco Report 2013/14 is about a major development in the telco industry, and a huge opportunity in terms of innovation for telco companies, we call it “Liberation”.
The report is centred around three core consumer benefits that derive from that “Liberation”: EASE, JOY & POWER.
EASE will be about a ‘new era of contracts and tariffs’, ‘enriched’ access, and the mobility of services across geographical and technological borders.
JOY will be about ‘experiencing’ the net (4G/ fiber), about ‘unlimited’ entertainment through content partnerships and content- related branding strategies, and new credit and currency systems created by telco companies.
POWER will be about the empowerment of people and businesses through knowledge, technology, influence and reach.
Within each of these three chapters, the report will feature innovative tariffs, products and services, new patterns in communications and advertising, interesting organisational changes, promising partnerships with players from different industries and incubation programmes.
The net is more important for our everyday lives than ever before and the demand for services across devices, manufacturers and industries is growing rapidly.
The urge for freedom by consumers is opposed to the need of monetization by telco companies: people increasingly want to use the net and digital services, however, they are not willing to get locked into proprietary systems and contracts.
There is a historical chance for Telco companies to regain relevance and strength: Thanks to their access to millions of people, their technological expertise and most of all their independence as providers of infrastructure (rather than technology or devices), they are predestined for pushing the development of a new, open (!) ecosystem of digital services.
Those brands who succeed in delivering services and products that make peoples’ lives easier, more enjoyable and beyond that help them realize their dreams, will grow sustainably and will matter in the digital world of tomorrow.