Telecoms firms have a lot to learn from car manufacturers when it comes to marketing. They’re stuck in the rut of marketing speed as the primary attribute of a new technology such as 5G. But speed is only one measure of performance and is not even the most important aspect to many customers. In fact, other measures of network quality are set to become increasingly important.

Just as car manufacturers can sell “boy racer” models alongside family saloons and city smart cars, so service providers can sell better packaged connectivity that adds features different kinds of businesses value – such as network availability, service, assurance of delivery, and better response times between devices and compute nodes.

Vertical use cases are really just tailored packages containing products and pricing that appeal to different types of business users. For some, fewer errors are the most important criteria; for others it might be minimal delay; and for some it might be ‘safe’ connectivity which includes security software, expert support and assurances (even

It’s no good trying to sell a Ferrari to a woman with three kids and lots of shopping. You need to understand what the customer needs connectivity for, what is important to them, and what they’re prepared to spend.

Posted by Teresa Cottam

Teresa is the Chief Analyst at Omnisperience and has over 25 years' experience in the telecoms and technology markets. She is an expert on SME and enterprise telecoms, and has considerable vertical market expertise. Her research focus lies in helping B2B telecoms firms become more commercially successful by better understanding and meeting their customers' needs. She is a judge of the GSMA Global Mobile Awards (GloMo's) for customer experience and enterprise innovation, and for the UK Cloud awards. You can follow her on Twitter @teresacottam

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