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Brand trust- are wireless carriers finally getting it?

May 9, 2012

At CTIA yesterday all the leaders from the world of wireless got together to talk about the issues facing their business.

Obviously, issues that impact them all like “spectrum” generated a fair amount of conversation, but a surprising new topic emerged on the scene, “trust”.

Dan Hesse, Sprint’s CEO and the man who recently took a pay cut, went on the record saying.

“Even cable and oil industries rate higher with consumers than we do, its very troubling.”

Hesse then explained to the industry crowd why trust was important.

“Trust is important. There has never been a device as personal as a smartphone.”

Hesse wasn’t alone on the trust issue, AT&T’s Ralph de la Vega blamed advertising for causing some of the mistrust.

“That’s why this industry has a bad rap. We take the truth and we stretch it. We each try to put our best foot forward and in doing so it’s confused the customer.”

Wireless is a business deep in the throws of transformation as it has to consider and find new sources of revenue.

It’s clearly eagerly looking at the vast opportunity that lies mobile payments, in mobile advertising and from sophisticated data protection and home security services. All these new business have one thing in common, a need for trusted brands.

It will be interesting to see how the carriers migrate into this new world of value add and how they can improve their trust ranking, the biggest challenge is being able to do this while continuing to sell confusing data and voice plans and spending billions of dollars on advertising in order to do so.


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