Communications Crossroads - Fall 2007 - (Page 20)

technology today IDEAS FROM FOREIGN TELECOMS By Jim Ross YOU SHOULD CONSIDER U.S. telecom companies are always keeping their eyes on new technologies, new strategies, and new ways to grow their businesses. But in doing so, they shouldn’t limit their gaze to this country’s borders. Many foreign telecoms are doing the same things that American companies are doing. They’re rethinking their overall business design and operating model, adopting more customer-centric strategies and value propositions, competing with cable TV companies, working out bundling strategies, trying to get broadband connections set up in rural areas, exploiting video service delivery and content-based applications. And they face many of the same challenges that American companies face. There’s something to learn from what they do well. Here’s a look: rolling it out at varying speeds, depending on their customers’ needs and desires. France Telecom has a bold strategy—“Content Everywhere”—for this complicated issue. The European giant is bent on offering second-tonone content, access and technology for its Internet Protocol TV platform, known as TV via ADSL. “Orange,” as the brand is known, is the leading provider of TV via ADSL in Europe and is second worldwide to PCCW of China, according to a Canalys.com analysis. The Orange market share is 16.8 percent—and growing. Orange already serves Spain, Poland, Senegal and Mauritius. Next up: the United Kingdom. “Particular attention will be applied to regions where business development is strong,” the company says in its marketing materials. How does the company do it? For one, it hasn’t been afraid to be out in front: It launched its TV and VOD via ADSL in 2003, making it ﬁrst in the French market. Then there is technology. “Orange TV services are accessible through a digital decoder, by all multiplay customers equipped with a Livebox,” it says. The brand provides highquality reception, digital recording capacity (so consumers can watch what they want when they want) and a broad range of channels. Rolling Out IPTV IPTV is an increasingly popular offering. American telecoms are Border Control In this context, “border control” doesn’t refer to the U.S.-Mexico 20 COMMUNICATIONS CROSSROADS www.ustelecom.org http://www.Canalys.com http://www.ustelecom.org

Table of Contents Feed for the Digital Edition of Communications Crossroads - Fall 2007

Up Front Contents TeleBites Cover Story: The World at Your Doorstep Business Advantages: Reaching Out to the Fast-Growing Hispanic Market Technology Today: Ideas from Foreign Telecoms You Should Consider Industry Calendar Index to Advertisers People Straight Talk

Communications Crossroads - Fall 2007

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