Article: Telecoms must stress how they make life better

Telecom providers go through another challenging year of competition, consolidation and contraction. To be successful, telcos need to focus on other c-words: providing compelling and unique content, adjusting to consumption patterns and delivering convenience to consumers.

To do this, they will need to re-define their place in the era of tech giants that are diversifying in the experiences they bring to people and the things they talk about. More than ever, telcos now need to move the conversation away from mobile data plans and connectivity to playing a more central role in the lives of humans and societal progress. Some brands have already started with this, by talking about technologies such as Artificial Intelligence and 5G and why they are important for our lives - rather than talking about the technologies themselves. We will see more of this.

Consumers will align with telecom providers only when they understand what they stand for. Communicating their purpose clearly will be vital for telco brands. Expect more business-to-human communications from them.

My comments on the c-words that matter for telcos in this BrandZ100 report:
http://online.pubhtml5.com/bydd/rxhd/#p=244