Market insight: The 12 mile hike
The last few months in telco and mobile have thrown up a lot of surprises and will have forced a rethink on strategy for a good number of teams. We all have an inkling about what our competitors are up to – you can read between the lines on announcements, piece together a pricing strategy, garner nuggets from doing mystery shopping. It’s all vital intel on what’s happening in the market and what might come next so you can be ready to react. But at the moment when the speed of change is so fast and announcements are coming out of the blue, it’s crucial your intel is accurate. But above all used wisely. What do I mean? It’s easy to react to what’s in front of you and feel better about the fact you are doing something. But if you don’t stop and dig into the facts then doing ‘something’ could be the worst thing to do. For example, knowing how you should read Virgin’s deal with Vodafone is critical. It lets you interpret the situation and ask questions like will pricing become aggressive now because BT will need to build a base to plug the loss, or further...
