Gartner Research

Market Trends: How CSPs Can Increase Go-to-Market Efficiency Using a Multibrand Architecture

Published: 14 December 2015

ID: G00293085

Analyst(s): Monica Zlotogorski

Summary

Communications service providers must adapt their brand strategies as they target specific customer groups, and expand to adjacent markets or geographies. CSP business unit leaders can leverage this research to benchmark their current brand architectures against their strategies.

Table Of Contents

Introduction

Market Trend

  • CSP Examples of Brand Architecture Diversification
    • Selling to Nonsubscribers of Communications Services: Cablevision's Freewheel
    • Selling to Specific Customer Segments: AT&T's Cricket
    • Selling Nontelecom Products and Services: Telenor Pakistan's Khushaal Bema and Easypaisa Sehat Sahara
    • Geographic/Market Expansion: Telef√≥nica
  • Key Considerations for a How-to Guide for Brand Architecture
  • Non-CSP Examples That Can Help CSPs Evolve Their Brand Strategy

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