Telecommunications operators will increasingly work with multiplatform strategies, directing their efforts to various channels of access to the customer, which takes center stage in defining the services to be provided.
According to Francisco Carvajal, partner of Accenture, the future of communications is to ascertain the capabilities of operators in creating simple-to-use services that allow personalization, which requires greater knowledge from customers, considered the responsible person who spoke today in the Applications, Contents panel. and New Lifestyles of the 14th APDC Congress.
According to this “it is necessary to know how to listen to the market and educate consumers on new technologies”, adding that the map of competitiveness between operators is imperfect today, and it is necessary to innovate in the way of communicating and reaching the customer, a task in which marketing takes over. prominence in the communication of new services.
On the government side, the official also considered that there is a lot of work to be done because investments and well-defined strategies are needed to guarantee the access of all citizens to communications and new broadband services. Carvajal attributes to the State a role as an engine for the development and implementation of its own technologies, through the digitization of services in which it relates to citizens.
Usability is the key to success
Roberto Citton, partner of Accenture added to these factors the importance of the usability of the services. According to him, the speed of adoption by the market depends on it. The official also considered that the new services and applications made possible by emerging technologies have advanced at a step, as a result of the budgetary limitations of companies, which moderate their investments in new bets.
Present at the panel Graça Bau, of PT Comunicações considered that the integration of services and offers will be a trend that will intensify in the coming years and that it will be the large operators with loyal brands in the market that will be able to respond to this new characteristic of demand. The official also said that he foresees a fourth generation of communications with the integration of several devices, allowing the creation of home networks that guarantee the user constant access to broadband and its contents.
The official believes that fixed operators are at a great advantage in this area, since mobile broadband is still in the start-up phase (with third generation networks) at low prices.
António Carriço of Vodafone, present on the same panel, underlined the importance of partnerships in the provision of new content and explained that the operator bases its business model solely on this strategy, and has no intention of holding assets in this area. In the field of content, Vodafone currently has around 200 partners between national and international entities.
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