Telcos: utility or futility?

Telecoms.com periodically invites third parties to share their views on the industry’s most pressing issues. In this piece Professor Chris Bones, Co-Founder and Chairman of Good Growth, looks at what telcos can do about the growing spectre of commoditisation.
It’s tough when your sector becomes a commodity market, it gives less room for price and pushes you into a significantly greater investment in promotion to drive growth more from increases in market share as opposed to grow