Consulting firm Accenture has some good news for communications service providers who are trying to devise the best strategy for approaching the intelligent connected device market. According to recent Accenture research, digital consumers view CSPs as trusted providers – and CSPs would be one of their top choices for providing a range of digital offerings. The research report, titled “Engaging the Digital Customer in the New Connected World” is available on the Accenture website.
Respondents to Accenture’s global consumer survey cited telecom operators among their list of the top three types of providers from which they would purchase a wide variety of intelligent devices, the research showed.
When it comes to smart thermostats, for instance, consumers see device-makers (52 percent), telecom operators (40 percent) or PC manufacturers (39 percent) as the top providers. Similarly, consumers surveyed viewed device-makers (55 percent), handset or PC manufacturers (39 percent) and telecom operators (38 percent) as the top three providers of home surveillance systems.
The results followed the same pattern when it came to in-vehicle entertainment systems. Consumers viewed handset or PC manufacturers (53 percent), device-makers (52 percent), and telecom operators (47 percent) as the top three providers.
Furthermore, 79 percent said they would prefer that all of their communications and entertainment products and services be managed by a single provider.
“It’s clear that consumers are considering CSPs as their facilitators for the digital goals they want to achieve,” said Tom Loozen, managing director and global Communications Industry lead, Accenture, in a press release.
“A few years ago, it was thought that CSPs could succeed by expanding more aggressively to provide a broader range of digital offerings. Now, the complexity of the digital ecosystem is creating opportunities for CSPs to claim a holistic role as customer-centric digital facilitators, backed by their inherent strengths in local distribution channels and building and running high-performance networks.”
Along with banks, one-third of survey respondents cited CSPs as their first choice when it came to managing and protecting their personal data. Sixty percent said they preferred CSPs for wireline voice services, while 54 percent prefer CSPs for wireline data. Fifty-three percent preferred CSPs for wireless voice and half preferred CSPs for wireless data.
In addition, consumers preferred CSPs nearly as much as TV broadcasters when it came to providing pay-TV. TV broadcasters were the top choice among 37 percent, followed by CSPs among 35 percent. Thirty-one percent chose CSPs as their top choice for providing video-on-demand (VoD), followed by handset and PC manufacturers at 25 percent and TV broadcasters at 24 percent.
“Consumers’ preferences for a single, trusted provider also place CSP networks in the spotlight,” Loozen commented. “That can be a distinct advantage for CSPs, because they can combine their expertise in building and managing IP networks with their increased capabilities to develop and deliver new, customer-focused services that incorporate data analytics for highly personalized services. As a result, CSPs are positioned to do well in the digital ecosystem.”