The rapid growth in consumer demand for smart devices positions telecommunications and ICT companies to play a key role in the digital ecosystem. This is what emerges from the Accenture survey “Engaging the Digital Customer in the New Connected World.” disseminated at the World Mobile Congress in Barcelona.
In the survey, Accenture respondents named telecom operators among the top three vendors from whom they would purchase a wide range of smart devices.
For example, when buying smart thermostats, 52% of consumers consider device manufacturers first, followed by telecommunications operators who, with 40%, precede mobile phone or PC manufacturers by just one percentage point.
A choice that is repeated also for home alarm systems where consumers indicated the manufacturers of devices (55%), mobile phones or PCs (39%) and telecommunications operators (38%).
For in-vehicle entertainment systems, consumers rank first with mobile or PC manufacturers (53%) followed by device manufacturers (52%) and telecom operators (47%).
From Engaging the Digital Customer in the New Connected World. It emerges that 79% of respondents would prefer a single supplier to manage all the communication and entertainment products and services they use.
“Consumers trust operators in the TLC and ICT sector and consider them facilitators in the relationship with new technologies – said Tom Loozen, managing director and global Communications Industry lead, Accenture. “A few years ago it was believed that these players could only consolidate the relationship with customers by providing a wider range of digital offerings. Today, thanks to their ability to develop and provide specific customized services through the use of data analytics, as well as the strength of local distribution channels and the creation and management of highly efficient networks, TLC and ICT companies have the opportunity to play an enabler role of advanced digital services”.
The challenges posed by digital transformation are also reflected in the experience of consumers having smart devices. According to the Accenture survey, approximately 83% of global consumers using smart devices find it difficult to activate, connect to the Internet and manage its complexity. “It can be a daunting task for consumers to navigate the digital ecosystem,” said Loozen. “Companies operating in this sector have the opportunity to capitalize on customer trust by creating advanced but easy-to-use products, thus contributing to the mass diffusion of digital technology.”
Research findings indicate that TLC and ICT companies are still the first choice for customers in need of voice and data services, and are advancing as a trusted choice among consumers. 60% of those interviewed prefer telecommunications companies for fixed line voice services. The percentage drops to 54% when they need fixed line internet.
Also very high is the preference for mobile network operators chosen by 53% of those interviewed for voice services and 50% for data.
TLCs/ICTs position themselves almost on the same level as TV broadcasters as providers of pay-TV; 37% of those interviewed stated that they preferred TV broadcasters followed by only two points by operators in the world of TelCos (35%). Even more advantageous situation is outlined by customers who use video-on-demand. In this category, TLC/ICT companies are first with 31%, followed by mobile phone and PC manufacturers with 25% and TV broadcasters with 24%.
