August 6, 2008

Service Providers' Product Strategists Have Left The Home Worker Market Segment Untapped

Telcos, Cablecos, And ISPs Can Capitalize On Changing Consumer Work Trends

by Sally M. Cohen

with Michelle de Lussanet, Remy Fiorentino, Laura Wiramihardja

Executive Summary (This is a document excerpt)

Driven by economic changes like the rising cost of gas, social trends like work-life balance, and the proliferation of collaboration technologies, consumers are changing the way that they work. Rather than commuting to a central office every day, 9% of consumers telecommute from home for an external employer, and 22.8 million run a business out of their home. When it comes to their telecommunications services, these home workers have distinct needs that are a combination of their personal and work activities. Yet telcos, cablecos, and ISPs have not focused on this attractive segment of "prosumer" home workers and thus have not yet capitalized on their unique market value. To do so going forward, providers need a designated prosumer product strategist who can mix product offerings, feature sets, and marketing messaging from the consumer and business worlds.

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