For Consumer Product Strategy Professionals

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	September 19, 2007 Benchmark 2007: Telecom The Home Voice Market Gets More Crowded by Sally M. Cohen with Charles S. Golvin, Heidi Shey, April Lawson

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Executive Summary

Telephone companies' landline voice services are under attack from cable voice, VoIP, and, most of all, mobile. Consumers express their priorities with their wallet: Household spending on mobile voice, TV, and Internet access continues to rise, while residential landline voice remains relatively stable. Early Adopters — the leading edge of consumers — are leading the trend toward choosing mobile and VoIP over traditional telephony. To compete, telcos must go head-to-head with their cable competition across the service bundle, but consumers aren't all that interested in telco TV. Instead of aiming to run with the pack, telco marketers should look to differentiate based on the strength of their service offerings.

This is an excerpt

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