Product Management :: Product Marketing

22 June, 2006

Mobile Operators' brands are being watered down

Tom Weiss, in the The Decline of the Operator?, suggests that the mobile brand pecking order will change to:
  • Distributor/MVNO
  • Handset manufacturers
  • Network Operator
He's right .... for now.

In the future, I'd like to think that they'll be a Fixed Mobile Convergence (FMC) play that pops out: most probably it will be a quadruple play that will be fresh and new that attracts the consumers' attention.

Following that, I see 'communication' brands coming in to segment the market eg Disney for Kids, Saga for Retirees, Financial Times for Business etc

1 comment:

Anonymous said...

For the most part I agree. O2 buying links shows the significance of distributors and how the network operators are trying to go directly to the consumers. In the US Walmart will be selling Verizon as well as Cingular and TMobile, showing how Verizon is bending to the presure.

But I won't discount the power of handset makers or networks in the long run either. More people are starting to buy their phones online in the US (Amazon keeps giving special offers) hence the higher number of (virtual) distributors and higher the competition. Also, at the end of the day the tailored service (to the baby boomers, teens and kids) together with a merger of web and wireless will win the day.