Why it’s time for telecom companies to change strategy and switch to friendly marketing

Over the past ten years, the telecommunications industry has taken several giant leaps forward, from an ambitious newcomer rapidly acquiring technology and growing to an established global market with a multi-level structure and an extensive reach of audiences. All the necessary resources are concentrated in the hands of the industry’s leading companies to enter a new round of development calmly.

Such a situation can be called both profitable and high-risk. Beneficial because “big can do more.” however, this situation risks strategic mistakes since it becomes impossible to continue in line with the usual plans, and the market has changed. If earlier operators fought for new connections, coverage areas, and users, now they are forced to compete, poaching subscribers from each other and developing cross-selling. Companies that provide only mobile services now provide the population with the Internet and digital television and the connection by selling equipment (router or modem).