Marketing Telecommunications
This article is part of a series of articles on marketing telecommunications. Read more.
The whole telecommunications sector is grappling with numerous marketing challenges – service differentiation, personalised propositions, and increasingly nuanced customer purchase journeys, to name but a few. It's a highly competitive sector undergoing rapid, constant change.
However, if you think marketing telecommunications services on the ground was difficult, imagine facing these challenges selling passenger broadband services for the skies. This was precisely the situation for Inmarsat in 2016 as it launched a new in-flight broadband product to global airline buyers. In a period of...