Marketing organizations, throughout the Telco industry and geographies, are facing harder challenges than ever before and will continue to do so for the foreseeable future. According to eMarketer data the industry is flat on advertising expenditure and will remain so for the next 3 years.
The pressure on margins and revenues we are seeing from CEOs is due to multiple reasons:
- Communication Service Providers (CSPs) have become a commodity player in the eyes of the users.
- Increasing market saturation makes it more difficult to attract and retain customers.
- OTTs have taken a strong leadership position in the digital life of consumers but are struggling to maintain it, even without CSPs entering the arena.
The war is lost. A new era is coming