 WHAT WILL 2011 BRING?

TELECOMMUNICATIONS
PREDICTIONS

 In the coming year, mobile dependency will continue to rise as people

rely on their handheld devices, tablets and laptops for many aspects of
their work and personal lives. Telecoms will focus on speed, rolling out
4G networks that have the capacity to move data many times faster than
current 3G networks. Increased network speed and capacity will make
video — from video conferencing to HD movies — as easily sharable as
the photos we currently share on 3G networks. Customers’ satisfaction
with telecom brands will primarily be determined by network quality.

 Industries will also continue to evolve how they conduct business and
serve customers thanks to wireless connectivity and devices. Cloud-based
services will increasingly impact businesses. More of their technology
capabilities, business applications and proprietary data will be housed and
accessed remotely. The same will be true for personal files, address
books, music, videos and photos. 
 VOIP services like Skype will gain in popularity, as consumers and businesses
avoid paying a telecom for interaction that is free over the internet. Unlocked
SIM cards will emerge and allow people to choose devices and networks
separately.
 Expect to see many consumers increasingly look for bundled phone, TV and
internet solutions, especially as home entertainment becomes more easily
accessible on mobile devices. Even more consumers will eliminate their wire line
home phones in favor of their wireless phones, unless fixed-mobile convergence
solutions allow them to keep both affordably.

To address these challenges — and retain and attract customers — telecoms must
ensure superior network quality. They’ll need to address pricing structures for
increased data usage and converged services. They’ll also need to launch more
loyalty-engendering offerings that simplify and integrate the many aspects of
people’s on-the-go lifestyles.

In 2011, government regulation negotiations around net neutrality will continue.

Telecoms will to fight against being legally responsible for massive network
infrastructure investments, while at the same time losing full control or pricing
authority on how their networks are used.
 Telecoms continue to face significant challenges to break out of the commodity, price-
driven space they typically hold. The very networks that telecoms run are fueling new
consumer and business behaviors, and people are forming brand relationships
differently across all product and service categories. To earn the love and loyalty of
other brands in the technology ecosystem, telecoms must evolve their cultures and
customer experiences as aggressively as they evolve their network infrastructures.
Business unit silos that once naturally existed must now be converged like the products
they support. Cultures that were once government-owned or have a long history of
break-ups and mergers must come together as one. Customer service models that
frustrate and often infuriate people need to be improved to better serve customers.

The brands that will see the most success will clearly define the role that they play in the
ecosystem without overpromising. They will truly evolve internally and drive customer
choice and loyalty though improved customer experiences. They will be the ones to
seize the opportunity to be better aggregators, integrators and simplifiers — trusted
brands that help integrate the many aspects of their customers’ lives.