Marketing Telecommunications
This article is part of a series of articles on marketing telecommunications. Read more.
The accelerating pace of mergers and acquisitions within the telecoms industry shows that financial deal-making is now the big story in this sector, not marketing. With narrow margins, high costs and onerous regulation, it's no surprise that scaling up by consolidation and cross-border acquisition is increasingly the favoured business strategy.
There was a time when marketing was the big news, not deal-making. It was good to talk; the future was bright; we could believe in better. The category was sexy and brands could...