This article is part of a series of articles on marketing telecommunications. Read more.
Consumers are now firmly in the driving seat when it comes to making purchase decisions, thanks to the very thing that telecoms businesses are selling – a smartphone and an internet connection. The fact that consumers are more knowledgeable than ever – comparing prices and features, including when physically in a store – makes it more challenging for telecoms marketers to own the conversation.
It's also difficult for brands to stand out in this category where offerings are similar and where brands are...