The CCA Voice - Fall/Winter 2015 - (Page 11)

a MessaGe froM tHe PresideNt & ceo Don't be a Digital Bridge to Nowhere By: Steven K. Berry, President & CEO, CCA T he mobile industry is a fastmoving place for competitive carriers. While carriers are working to deploy 4G, they must also plan for the future to meet consumer demand. Keeping an eye on the horizon, carriers are eagerly anticipating the 600 MHz broadcast incentive auction, which will provide critically needed low-band spectrum, and carriers need to start evaluating emerging 5G technologies. To effectively compete with the largest nationwide carriers and meet the ever-growing consumer demand, competitive carriers must strategize and plan for continued exponential growth of mobile data. While looking ahead, much can be learned from the past. In 1996, Bill Gates penned an essay titled Content is King. "Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting," he wrote. Needless to say, Gates was spot on. Fast forward nearly 20 years. Consumers are using their mobile devices as a primary means for accessing content, and carriers are challenged on a daily basis to provide the most robust, speedy connection possible to meet consumer demand and maintain customer loyalty. Today, over-the-top services ranging from Netflix and Pandora to Periscope are driving increasing consumer use of mobile data. New research indicates that consumers are not only spending more time with the small screen but are also watching longer video clips in one session, causing even more strain on networks. We are only going to see this trend increase - driving carrier network usage to all-time highs - and carriers must remain focused on connecting the consumer to their desired content on the other end. When exploring the theme of this edition of The CCA Voice, "Connecting with the Consumer," CCA members should consider the policy and business issues that will support connecting their consumers with content. The recent Apple Music launch announcement could shake up how consumers stream audio, but this new service will require carriers to have access to iPhones and Applesupported devices. As it stands today, some competitive carriers still have trouble accessing the latest devices, like Apple products, which presents a huge roadblock between consumers and content. CCA will continue to ensure carriers can access products to provide consumers with choices in the devices they want and need. Pending transactions could further shift focus in the mobile world not only on coverage but also on the content which the network connects. Even new machine-to-machine connections, one of the largest pools of potential subscribers, represent a form of content. This spring, AT&T noted that over half of all connected cars produced this year will be on the AT&T network. Will your car one day be The Consumers are using their mobile devices as a primary means for accessing content, and their carriers are challenged on a daily basis to provide the most robust, speedy connection possible to meet consumer demand and maintain customer loyalty. bundled with your telephone line? If a competitive carrier cannot provide the connection, they will be on the outside looking in. Without question, mobile broadband will continue to connect consumers with their desired content. It is critical that competitive carriers focus on where that consumer is trying to go and not just on how fast they can get there. Competitive carriers are up for the challenge. Working together, CCA members can make sure that tomorrow's mobile ecosystem, including content, is open for competition. Two decades ago, Bill Gates mused that for consumers to "put up with turning on a computer to read a screen," they must be rewarded with "audio, and possibly video." Today, consumer demand for fast access to that content - whenever and wherever they are on a mobile device - has made mobile broadband not only something that consumers will put up with, but something they seemingly cannot live without. Voice * * Fall/Winter 2015 11

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2015

Board of Directors/Staff
Chairman’s Letter by Jonathan Foxman
A Message from the President & CEO by Steven K. Berry
CCA’s 2015 Excellence in Marketing Award Winners
Number Portability in a Mobile World
Mobile Broadband Brings Life-Changing Health Care Benefits to Consumers
WiFi: Keeping Consumers Connected to the Network, to Each Other, and to Your Brand
Spreading the Reach and Range of LTE
It’s a Mobile Life
Regional Carrier Cellular One Competes with the National Players by Taking a Customer-Centric Approach
5G – The Quest for a Wireless Utopia
Connectivity Leads to Smarter Water Management
Connecting with the Customer through POS/Retail Management Systems
Connecting the Mobile Customer through Innovative Roaming Hub Solutions
Building IoT for the Agile Operator
Wireless Hitting a Home Run at the Ballpark
A New Wave in Wireless: Innovative Strategies to Connect the Last Mile
Using LTE Small Cells to Improve the User Experience
What’s Trending in Customer Communications?
Nurturing Customer Connections in a Mobile World
How Multiple Phone Line Management Services Improve the Customer Experience
How Do Small Cells Fit into Wireless Networks?
Connecting with Customers Outside the Cloud
Whether Mobile or Fixed, Emerging or Established Markets, the Holy Grail of Innovation is Service Personalization
New LTE Service Delivery Approach for Rural Carriers
Index of Advertisers
Congressional Spotlight: Congressman Mike Doyle (D-PA-14)

The CCA Voice - Fall/Winter 2015