Trends Report

Benchmark 2007: Telecom

The Home Voice Market Gets More Crowded

September 19th, 2007
SC
Sally Cohen
With contributors:
Heidi Shey , April Lawson , Charles Golvin

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.