Challenge
Openet has retained its independence despite industry turbulence driving consolidation amongst its peers over the last 20 years. It has built trust with its operator customers by being consistently honest and transparent on the market opportunities and threats that they face. Openet warned operators against the growing dominance of large vendors, the need for operators to embrace wholesale digital transformation and advised them on new technological approaches needed to properly monetise 5G.
Operators have been forced to navigate uncharted waters. They have received criticism for not adapting to changing times quickly enough, for being slow to embrace new opportunities and deploy new technology. Openet sought to break this negative industry narrative, show empathy for operators and acknowledge the real progress being made in embracing change.
Solution
Openet was keen to focus on the progress operators were making in re-inventing themselves as digital brands. Working so closely with so many innovative operators, Openet knew that significant progress was being made as a direct result of following digital transformation strategies in anticipation of the launch of 5G. However, Openet could not credibly tell this story on its own – it required independent verification if it was going to be taken seriously. Working with CCGroup, Openet ran a consumer survey, asking people to rank mobile operators alongside other leading digital brands such as Google, Amazon, Facebook and eBay. The intention was simple, prove that operators were held in high regard by their customers as digital, forward-thinking brands.
CCgroup and Openet presented the findings to the telecoms media as part of a press trip to Dublin—Openet’s home. Openet hosted the most influential operator-facing publications and gave the opportunity to put questions to its CEO, Niall Norton.
