Brand matters

"Radical industry change is in the offering, and many participants will become extinct. Yet it would be wrong to assume that end-to-end means decimation of all telco participation in service revenues. The brand, distribution network and existing customer bases are too strong for that to happen universally. The challenge is to understand all the things the customer values -not just the raw service functionality- and use your brand strength and operational capabilities to stay part of the value chain of a 3rd party product."