I saw that Accenture recently released a report titled “Communications Industry Trajectory: On Track for High Performance?”. The report discusses the blurred boundaries of the telecommunications industry as technology, business and consumer trends redefine the digital services marketplace.
There is no doubt that convergence is now an accurate description of the current business model of the communications services industry. Carriers, software companies, high-tech firms, media enterprises, entertainment conglomerates all may find themselves collaborating and partnering one day and competing against each other the next.
Accenture reports that industry executives they talked to for this research report indicate that the future of the communications industry has many opportunities and possibilities. Future competition will be fierce and most companies will look quite different 10 years from now. Accenture expects a number of significant mergers, acquisitions and alliances are on the horizon that will change the terms of the playing field in dramatic ways.
Some of the themes that emerged from the research Accenture conducted for the report.
- Carriers are confident, but their vision may be insufficiently transformative
- Seamless delivery of content across multiple platforms will be crucial
- Other players are looking to leverage the distinctive strengths of service providers
- Carriers must learn to use their brand in the right way
- Support for open innovation and collaboration is critical to achieving high performance
According to the report there are potential weaknesses in the carriers' current approach:
- lack of a powerful vision for managing the customer experience,
- some softness in overall brand value, and
- an inadequate support structure for planning and managing the collaborative and partnering relationships necessary to spur innovation and improve time to market.