Summary
Telecom and cable operators face pricing pressures from traditional competitors and risk losing consumer mindshare to new, innovative players. Over the next five years, strategists at leading telcos and cablecos will turn the tide by using experienced-based differentiation to deliver products that meet customer needs. These new experience-based providers (EBPs) will integrate both internal and external innovations to create end-to-end customer experiences like TV-your-way; ultimate gaming; and integrated voice, video, and text communications. To prepare for the change, strategists at telcos and cablecos must embrace customer-driven innovation, rebuild business models to incorporate multiple revenue sources, and retool sales and service channels to support digital experience products.
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