How mobile networks can overcome customer inertia

Emily Scovell and Steve Ray

Offers six principles which, if followed, can help telecoms brands break through the inertia and achieve market effectiveness.

Marketing Telecommunications

This article is part of a series of articles on marketing telecommunications. Read more.

Many brands and verticals suffer from inertia, but it's particularly prevalent for telcos and mobile network providers. There's an oft-quoted statistic that there are more mobile devices globally than there are toothbrushes. Whether or not this is true, it is illustrative of the scale of the challenge that telecommunications companies in the UK face when it comes to marketing and media. On the one hand, such a large market should provide significant opportunity for the relevance of any communication and ultimately the acquisition...

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