How marketers can drive differentiation in a commoditised telco world

Webinar first broadcast: 21 November 2019

In an increasingly commoditised market, telcos are under pressure to find new streams of revenue as markets become more competitive. The roll-out of 5G entails huge capital investment and the ability to continuously differentiate propositions will become central in the years to come.

In this session, we focus on the role of marketing in addressing this issue and how telcos can help develop targeted propositions to develop new additional streams of revenue. Our special guest speaker, Laurie Morgan, will also dive into case studies on Microsoft Xbox and Lloyds Bank. By looking at what these two organisations have done to successfully address commoditisation, we explore how telcos can apply these learnings and what telcos can do now to offer more targeted propositions to their consumer customers.


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Our presenters


Chris Barraclough, STL Partners, Partner and Director

Chris has over 25 years’ experience in strategy and business – 18 of which are in the TMT sector working for operators such as Verizon Business and Orange. Chris is a key contributor to both consulting and research activities at STL and has undertaken extensive strategy and marketing work for operators and vendors in the industry. He is a co-founder of STL Partners and the Telco 2.0 initiative.

Laurie Morgan, OxfordSM, Partner

Laurie has been helping business and people grow for almost 30 years, half in commercial roles and half as a consultant for OxfordSM across all sectors. Prior to her current role at OxfordSM, she has worked at P&G and PepsiCo Canada, and held leadership roles on the Board of Directors at Pizza Hut, McDonalds and Costa Coffee.

Anna-Maria Kåstedt and Lars Sandström, Marketing & Communications, Ericsson Digital Services

Anna-Maria and Lars have both been involved in sales, marketing and business development for many years. Most recently, their focus has been on tangible short-term campaigns that their telecom operators clients can run to bring top-line growth.