Outperformed by other digital economy players they find themselves displaced and on the periphery of the digital ecosystem. Focusing on customers’ experiences provides a substantial opportunity for telecoms operators. This goes beyond most operators’ usual understanding of the term “customer experience improvement”. It means grasping how telecoms services can be marketed as rich experiences.
Convergence offers the greatest opportunity for achieving this. The article describes an experience-based convergence approach that allows operators to get closer to their strategic goals and to position their products and services in a totally new way. If telecoms operators succeed in marketing customers’ experiences, this might allow them to find a more central position in the digital ecosystem.
