The CCA Voice - Spring/Summer 2018 - 24

STRUCTURING THE FUTURE

The Future of Wireless

By Mark Landiak
President, Corporate Dynamics

O

ver the next two months, I
will be interviewing thought
leaders from across the
industry about the technologies and
trends that will be impacting the way
we provide products and services to
a clientele with an insatiable appetite
for high-end functionality (notice I
didn't just say phones) and high-speed
data (to harness that functionality).
Couple that with consumers (or
business customers) who are looking
for capabilities that are: 1) compatible
with their lifestyle and work needs;
2) more convenient; 3) provided at a
reasonable (not necessarily the lowest)
price; and 4) in a format that makes the
buying process easy. The message for
wireless resellers is clear - consider
your current methods of operation and
re-think your strategy going forward!
We continually hear about disruptive
technologies and coming trends that
will threaten the survival of complacent
retailers. The taxi cab industry provides
a good lesson. For decades they made
few changes in the way they did
business. Then, out of nowhere, along
comes a puny company with a silly
name, offering a more user-friendly
experience on a more convenient
platform. They also provided more
control to the consumer over the

24

THE

experience. And, they did it at a lower
or similar price point ... POOF! Over a
third of the taxi business disappears
almost overnight. To make matters
worse, highly valued employees left
to go work for this other company
because they offered greater flexibility
and an opportunity to make more
money and be their own boss. And,
they took customers
with them.
Instead of re-evaluating
their go-to-market strategy and
re-inventing their services, some taxi
companies actually filed protests with
their cities to try to stop consumers
from using the better service - not
a very effective sales or customer
retention strategy. Could there be an
Uber on the wireless horizon???
Many industry gurus think the
disrupters are already here. Apple
doesn't play by the carriers' rules.
Google and Amazon are inventing
new rules. And eSIM technology has
the potential to make carrier loyalty
obsolete by giving a consumer the
ability to compare networks and
change carriers at will right from their
device. Yikes.
Let's travel where no man has
gone before, but can go now ... IoT.
We have a lot of cute translations for
IoT, but let's consider the "Internet of
Things" for a moment. If everything
connected can be a "thing," then the
product/service possibilities to offer
your customers are enormous. Do
you have a plan for what you will be
selling next year ... or next month? It's
moving that fast.
If the market comes to view carriers
like they do taxis, then ARPU and
customers could drop dramatically
along with commissions for MVNOs
and dealers. Where will that leave you?
I hope not protesting to the FCC.

VOICE * www.ccamobile.org * Spring/Summer 2018

However, there is good news! As
new services and "things" become
more functional, controllable,
convenient and cost-effective, your
opportunities to add profitable
offerings that will keep and
create customers increases. The
prognosticators believe there is great
potential for those who are properly
prepared.
Planning to maintain and enhance
your bottom line might mean doing
the same for your front-line.
To win in the future, companies
need to focus on these front-line
strategies:
1. Hire and develop a sales staff that
understands consumer and/or
business needs and buying motives
and how to sell functionality over
phones and lifestyle over plans.
2. Arm your employees with cuttingedge products/services to win new
customers and keep existing ones.
3. Provide managers with the tools,
training and strategies to educate,
motivate and coach your sales team
to outperform the competition.
The future is bright for those
who see the coming trends and
technologies and prepare their staff
to capitalize on them. The decision on
where you'll end up is up to you, but
you can't procrastinate. Your job as a
leader is to make sure your company
is driving toward the future and not
standing on the corner waiting
for a taxi.
Mark Landiak is President of CDI Training
& Consulting Services and leads a wireless
industry think tank to help resellers
prepare for their future. CCA has selected
CDI as a Preferred Training Partner to help
members train their employees to meet
the future head on. Mark can be reached
at mlandiak@corpdyn.com.


http://www.ccamobile.org

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2018

Board of Directors/Staff
Chairman’s Letter by Brian L. Spurgeon
A Message from the President & CEO by Steven K. Berry
CCA’s 2017 Annual Achievement Award Winners
Coming Soon to a Phone Near You – eSIM™
Solving the 5G Regulatory Puzzle
Weathering the Storm; Using CCA as a Resource in Emergency Situations
Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The Power of the Private Network
(Infra)-Structuring the Future
Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The Future of Wireless
It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
“Calling” All Carriers – Do You Use IVR?
VoWiFi and its Impact on 9-1-1
Five Best Practices for Operating Your Cellphone Repair Shop
Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
Congressional Spotlight: Senator Maggie Hassan (D-NH)
Index of Advertisers
The CCA Voice - Spring/Summer 2018 - Intro
The CCA Voice - Spring/Summer 2018 - bellyband1
The CCA Voice - Spring/Summer 2018 - bellyband2
The CCA Voice - Spring/Summer 2018 - cover1
The CCA Voice - Spring/Summer 2018 - cover2
The CCA Voice - Spring/Summer 2018 - 3
The CCA Voice - Spring/Summer 2018 - 4
The CCA Voice - Spring/Summer 2018 - 5
The CCA Voice - Spring/Summer 2018 - 6
The CCA Voice - Spring/Summer 2018 - 7
The CCA Voice - Spring/Summer 2018 - Board of Directors/Staff
The CCA Voice - Spring/Summer 2018 - Chairman’s Letter by Brian L. Spurgeon
The CCA Voice - Spring/Summer 2018 - 10
The CCA Voice - Spring/Summer 2018 - A Message from the President & CEO by Steven K. Berry
The CCA Voice - Spring/Summer 2018 - 12
The CCA Voice - Spring/Summer 2018 - CCA’s 2017 Annual Achievement Award Winners
The CCA Voice - Spring/Summer 2018 - 14
The CCA Voice - Spring/Summer 2018 - Coming Soon to a Phone Near You – eSIM™
The CCA Voice - Spring/Summer 2018 - 16
The CCA Voice - Spring/Summer 2018 - Solving the 5G Regulatory Puzzle
The CCA Voice - Spring/Summer 2018 - 18
The CCA Voice - Spring/Summer 2018 - Weathering the Storm; Using CCA as a Resource in Emergency Situations
The CCA Voice - Spring/Summer 2018 - Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The CCA Voice - Spring/Summer 2018 - The Power of the Private Network
The CCA Voice - Spring/Summer 2018 - (Infra)-Structuring the Future
The CCA Voice - Spring/Summer 2018 - Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The CCA Voice - Spring/Summer 2018 - The Future of Wireless
The CCA Voice - Spring/Summer 2018 - It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
The CCA Voice - Spring/Summer 2018 - How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The CCA Voice - Spring/Summer 2018 - The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
The CCA Voice - Spring/Summer 2018 - “Calling” All Carriers – Do You Use IVR?
The CCA Voice - Spring/Summer 2018 - VoWiFi and its Impact on 9-1-1
The CCA Voice - Spring/Summer 2018 - Five Best Practices for Operating Your Cellphone Repair Shop
The CCA Voice - Spring/Summer 2018 - Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
The CCA Voice - Spring/Summer 2018 - Congressional Spotlight: Senator Maggie Hassan (D-NH)
The CCA Voice - Spring/Summer 2018 - 33
The CCA Voice - Spring/Summer 2018 - 34
The CCA Voice - Spring/Summer 2018 - 35
The CCA Voice - Spring/Summer 2018 - Index of Advertisers
The CCA Voice - Spring/Summer 2018 - 37
The CCA Voice - Spring/Summer 2018 - 38
The CCA Voice - Spring/Summer 2018 - cover3
The CCA Voice - Spring/Summer 2018 - cover4
The CCA Voice - Spring/Summer 2018 - outsert1
The CCA Voice - Spring/Summer 2018 - outsert2
The CCA Voice - Spring/Summer 2018 - outsert3
The CCA Voice - Spring/Summer 2018 - outsert4
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