inventory monitoring, to home appliance
and thermostat management, to wearable
devices such as Samsung and Apple connected
watches,” notes Simpson, who, like Ahmed,
notes that new business models are needed for
these low-margin, high-volume transactions.
2 CUSTOMER EXPECTATIONS
Companies within the expanding
communications industry manufacture,
enable and/or improve a magical device
that consumers look at more frequently and
rely on more heavily than almost any other
According to Deloitte’s “Global Mobile
Consumer Survey,” nearly 90 percent of U.S.
consumers check their smartphone within one
hour of waking up, and about 25 percent check
their phone more than 50 times a day.
The exceedingly high and rapidly changing
expectations consumers and businesses have
regarding their smartphones—as well as the
activities they support—is reshaping the industry.
“The need for a superior customer experience
will continue to be paramount,” Ahmed asserts.
As more and more customer experience takes
place on smart phones, digital consumers are
forming new expectations about the ways
communications companies should interact with
them. One notable change relates to the notion of
a “seamless” customer experience.
“We’ve seen an increased focus on
improving the customer experience from
start to finish, providing an easier and
more seamless set of interactions between
carriers, for example, and customers,”
Simpson reports. “However, despite the
prevalence of customer experience rhetoric
and some progress, driving true cross-channel
experiences that absolutely delight customers
remains a great opportunity for many
consumer-facing companies.” Carriers that
successfully enhance customer experience
can reduce churn and increase earnings (a
blessing when pricing plans are at a relative
As download speeds increase via LTE and,
soon, 5G as well as through more convenient
(and, yes, “seamless”) switching between
cellular and wi-fi networks, consumers’ appetite
for high-quality streaming video has intensified.
Asked to describe consumer patterns,
Wigginton responds with one word: more.
“Consumers have an insatiable desire to watch,
hear, share, connect and discuss via mobile
devices,” he says. “We are obsessed with our
smartphones and tablets—they have become an
indispensable part of our daily lives.”
Besides wanting more of it, consumers also
want their content everywhere. Consumers
have become “untethered,” Shah observes.
Previously, we had to sit down to watch HBO