Why Read This
Technology marketers charged with targeting their company's products and services to US telecommunications firms like AT&T and Verizon need to understand the trends, business drivers, and industry jargon that drive this sector. While the overall market is expected to grow to more than $1 trillion in 2010, it's a struggle for traditional operators as cable operators like Comcast, voice over IP (VoIP) providers like Vonage, and other new entrants like Google disrupt the competitive landscape. To thrive, operators will evolve from dumb pipe providers to sellers of integrated network services that deliver highly usable and personalized services, and they will need new service delivery platforms and IP multimedia subsystems, in addition to the broadband networking technology that they already buy. To increase sales and marketing opportunities with operators, technology marketers should build resale partner arrangements with established vendors like Alcatel-Lucent and Nortel Networks, attend industry conferences like CTIA and VON, and participate in industry trade organizations and standards bodies.