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News

SYDNEY: Telstra is repositioning itself not just as a telecommunications services company but a content one as Australia media consumption habits change, according to senior executives at the company.

Article

Australian telecommunications provider Telstra has been on a mission to reposition itself from telco network provider to entertainment and lifestyle company.

News

NEW YORK: AT&T, the telecoms and entertainment company, found in research that it has high consideration levels for categories it does not currently trade in, a positive outcome for an “elastic” brand active in a growing number of ...

Case Study

Through a partnership with band Gorillaz, Deutsche Telekom turned its brand colour into a media channel and increased engagement with millennials in the UK.

Article

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

News

LONDON: To grow their brand, UK mobile providers need to look beyond the small group of consumers actively seeking to move networks and address the widespread inertia that prevents most ever looking outside their existing relationships, two ...

Case Study

India is the fastest-growing telecoms market in the world and the second-largest globally, with government policies providing an open and conducive environment for telecoms operators and licences awarded on a regional basis.

Article

In the face of increased competition and commoditised pricing, telecoms brands will need a forward-thinking strategy that differentiates them from the competition, and to do that they need to be aware of how others in the industry are responding to category issues.

Article

As the category has matured, it has become as much about retention as it is about growth, and bringing magic into the lives of consumers has taken a back seat.

Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

Telecommunications is one of the top-spending advertising categories in the world, but it faces a number of challenges.

Article

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Article

The telecoms sector is characterised by a relatively high number of brands operating in the TV space, with the result that the mass of conflicting messages affect cut-through, leading to adspend that is not fully cost-effective.

Article

Over half of mobile users have stayed with their current network provider for at least three years and 54% of mobile users have never even explored another network's offers to consider switching.

News

WASHINGTON DC: T-Mobile, the mobile telecoms brand owned by Deutsche Telekom, has announced plans to launch its own disruptive TV service across the US in 2018 after acquiring start-up Layer3 TV for an undisclosed sum.

Case Study

Virgin Media, a multimedia company, introduced a ‘Corgi Cam’ to bring fans of Netflix’s ‘The Crown’ a unique look at its premiere in London's Leicester Square.

Case Study

O2, a telecommunications services provider in the UK, used customer data to produce personalised video communications to encourage O2 customers to upgrade their phone and renew their contract.

Case Study

Inmarsat Aviation, a provider of satellite communications solutions to airlines, used AI to create an immersive experience for visitors to take a flight on a virtual airline in the UK.

Case Study

Turkcell's messaging and content app BiP used a media partnership approach to increase its active user base in Turkey.

Case Study

giffgaff, a mobile network operator, created an avoidable campaign in the UK in order to improve brand sentiment and consideration.

Case Study

Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.

Case Study

Internet Matters, a non-profit organisation, produced a short film in the UK to bring home a hard-hitting message that bullying can now exist in the home without anyone being aware of it.

Case Study

Vodafone increased awareness for its roaming package among Dutch holiday travellers with an OOH campaign based on data sources.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

Research Paper

O2, the mobile phone network, developed a multi-touch attribution model to understand the role of Facebook in its advertising mix and decrease cost per acquisition in the UK.