Marketing telecommunications

Outlines a series of papers exploring the challenges and opportunities for telecommunications brands.

Marketing Telecommunications

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...

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