This article introduces a series of articles on marketing telecommunications. Read more.
Telecommunications brands need to work hard to stand out, get attention and get their message across. Globally, telecommunications is one of the top-spending advertising categories, the fourth-highest spending advertising category in the US ($8.6bn in 2015). AT&T is the most-advertised brand in the US, with Verizon in second place and Sprint fourth.
It is a category that faces a number of challenges. The market is nearly saturated in the developed world. Telco services are seen as a utility, lacking differentiation, commoditised, price sensitive, and brand growth is stymied by customer inertia. Moreover, there are new challenges – the incursion into the market by new tech players, the need for investment in 5G networks, problems with network security issues, and new legislation, such as data privacy.