GLOBAL 2016: Tech competitors provide more personal customer relationships
Consumers want to blend the connectivity in the home, car and other aspects of life. That creates huge challenges for the telecom brands because of technology competitors that have direct relationships with consumers. These consumers want either an ecosystem of hardware and services, like Apple, or a data relationship, like Google or Amazon. These brands are more likely to offer a full level of service and a relationship that is much longer than the typical two-year telecom contract. They offer more of a lifelong relationship around what connectivity means to people. To apply the Maslow hierarch of human needs to this category, we’ve moved from the lower level of connectivity – “Can you hear me now?” – to a higher order of connectivity that brands can’t control.