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Telecom in 2020: Customer Demand, Strategy and Team Spirit

30. April 2017 Published by Raphael Doerr



Never before has the corporate telecom market undergone so many developments. Thanks to devices that collaborate across the organization, companies are interpreting the Internet of Things in their own way. Mobile integration is a hot topic, because how do you integrate something personal like a mobile phone with business, where the device has an entirely different function? At the same time, fixed telephony remains a key element when it comes to contactability – relating to the organization as a whole. In the meantime, security is becoming increasingly important, especially now employees are doing business with their personal devices.

These are all changes that are impacting companies worldwide. And where smaller organizations are often able to switch quickly and capitalize on new demands and technologies, large, unwieldy companies usually stick to old-fashioned processes and mentalities. Tricky! Because if you don’t plan ahead and keep in mind the market demands and developments, you’re in trouble. This goes for telecom companies as well. In order to be successful in 2020, they need to keep a few key factors in mind.

It’s all about customer demand

An increasing number of customers is discovering the benefits of a cloud-based company. It offers flexibility, without the need for large investments or extensive maintenance. Yet there are many customers that prefer the comfort and speed of the ‘traditional’ desk phone. It’s up to the telecom company to discover the customer’s wishes and offer each target group the right solutions and products. Now and in the future. Whoever is able to strategically translate the customer’s wish, is able to capitalize on every need – from consumer to business. Think beyond your own product; usually you deliver a complete solution. Only by shaping your products like an ecosystem, including seamless integration, you will be able to meet customer demand in the short and long term. Don’t forget to ask yourself: which networks do my customers use? Nowadays, people use more than just fixed telephony networks. In the Netherlands alone, there are more than ninety VoIP providers, and it goes without saying that your products need to be compatible and certified for hundreds of parties – if you want to be successful.

Strategy? Be flexible

Your strategy is an important guideline, but don’t forget to adapt it in time. Technology moves faster than you think. Many organizations start with a product portfolio that focuses on small companies, and then move onto medium-sized and large organizations. This requires a different strategy. Large organizations require different functionalities, such as security and remote management. Make sure you enlist the right designers and developers to meet these needs. And consider a different sales model. Imagine your current sales model focuses on small, local resellers. It’s important that these resellers are sufficiently equipped to serve medium-sized and large organizations in the future as well. In the end, their business is your business!

Teamwork is key

The market is changing, but how do you adapt as an organization? The general rule is: you can’t change your focus, position or strategy without involving your employees. Your people need a clear overview of your company’s ideas, they need to know your goal and your intentions. That’s why you need to be open and honest, and regularly discuss your strategy and vision with the employees of the different departments of your company – from sales to development and product management. In addition, it’s your employees who know what the customer wants. Because they represent the customer. So don’t forget to listen! In the end, your company’s success is the result of teamwork.

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