Telecommunications

Converging worlds

Telecommunications has come a long way since the use of fires, beacons and smoke signals. What hasn’t changed is its unparalleled impact on how people live and work.

Today’s telecoms have enormous opportunities to create innovative products and expand into new markets. For many companies, the main engine of global growth is the convergence of mobile data services with the internet and media.

According to iTWire, the worldwide telecom market will grow from $1.8 trillion in 2009 to $2.4 trillion in 2014. Considering the vast size of this industry, it is clear that the stakes are as high as the pace of change.

Communication redefined

Driving these changes is the impact of the internet—from the pervasive influence on our daily lives to the technologies that permit its ubiquitous access. This has resulted in a universe of applications mashed up with multiple technology platforms, creating unexpected user experiences. Everything is becoming a data stream, not just voice.

To succeed in this new world, identifying new revenue opportunities in a shifting regulatory and competitive environment is essential. Amid the turmoil, a strong, profitable brand requires an infrastructure that facilitates the rapid launch of clearly differentiated offerings. Just as important is providing a simple and fresh customer experience. Also vital is clearly telegraphing a unique brand proposition to consumers, regulators and investors.

End-to-end branding

Competing in the lightning-speed telecom industry means constantly analyzing the marketplace and acting quickly to stay ahead. This starts with motivated and inspired employees, who are guided by a credible and compelling purpose—a definitive statement about the difference an organization makes in the world.

Once this is in place, we help companies develop a strategic platform that allows them to articulate—and transmit—brand values. We also develop a Brand Voice™ that captures their sizzling innovation and energy. Our goal is to ensure that brands shine through loud and clear by distilling what is important to customers.

Optimizing product portfolios with streamlined brand architecture clarifies companies’ varied offerings—date, voice and everything in between—and builds equity in their masterbrands. We are experts in establishing naming structures and in creating clear and consistent communications that win customers. We also develop visual systems that suggest the vitality and contemporary character of a brand. These visual expressions also help to create a vibrant and unified identity.

In today’s converging world, telecoms seek to unleash the power of technology and create a differentiated product experience. By simplifying the complexity and kick-starting strategic thinking, we build dominant brands that keep the globe connected.