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2020 proved just how integral telecommunications are to our day-to-day lives. As the world was forced indoors and in home, telecom services enabled our society to endure and stay connected, in business, and entertained. It’s no surprise Telecom was one of the least impacted industries due to the pandemic, as wireless and wireline usage by both consumers and businesses soared.
 

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However, the industry has broader challenges that pre-date COVID. ARPU is down despite mobile data usage continuing to rise, the U.S. market is nearly fully saturated as over 96% of adults own a wireless phone, and churn rates remain historically low. This has led to further consolidation via mergers and acquisitions, but also a prioritization of marketing to create brand differentiation, educate consumers on the benefits of 5G, and cross-selling, upselling, and conquesting specific customers.
 

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Telecom remains a top ad spending industry (#3 behind Auto and Pharma) with little signs of slowing down as the larger MNOs focus on winning the 5G market, and MVNOs double down on price to win customers with the promise of better value.
 
If you have any questions, please reach out to Nicholas Youngman, VP, Client Strategy.

Telecom Category Resources
An overview of the key trends in the Telecom industry
Telecom Industry Assessment
An overview of the key trends in the Telecom industry
An overview of the pre-paid wireless landscape and how they’re taking a unique approach to marketing vs. their larger and more established MNO competitors
The Rise of the Pre-Paid Wireless Industry
An overview of the pre-paid wireless landscape and how they’re taking a unique approach to marketing vs. their larger and more established MNO competitors
An overview of the unique challenges and objectives of Pre-Paid and MVNO brands and how NBCU has tailored solutions that can solve for their challenges and steal share from legacy wireless providers
NBCU Pre-Paid Brand Playbook
An overview of the unique challenges and objectives of Pre-Paid and MVNO brands and how NBCU has tailored solutions that can solve for their challenges and steal share from legacy wireless providers
A brief overview of why NBCU is the optimal partner to test new targeting products and capabilities across the premium video landscape, along with a test framework we built for a B2B telecom brand to prove our targeting solutions deliver lifts against their KPIs
Testing Advanced Targeting with NBCU
A brief overview of why NBCU is the optimal partner to test new targeting products and capabilities across the premium video landscape, along with a test framework we built for a B2B telecom brand to prove our targeting solutions deliver lifts against their KPIs
An overview of the factors driving Telecom’s increased investment in audience targeting and the data strategies they’re deploying to achieve success at NBCU
AdSmart Data Strategies
An overview of the factors driving Telecom’s increased investment in audience targeting and the data strategies they’re deploying to achieve success at NBCU
Telecom Case Studies
Case Studies
Telecom Case Studies
Additional Resources
Category Insights
Case Studies
Category Insights
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