The CCA Voice - Fall/Winter 2016 - (Page 11)

CHAIRMAN'S LETTER A Look at the Overall Picture By: Slayton Stewart CEO, Carolina West Wireless W hile most competitive carriers focus on the day-to-day operations of their home networks and local communities, it is just as important to take a step back and look at the marketplace from a high level to gain overall perspective. Understanding the key indicators of growth (or sometimes lack of growth) can reveal trends that could impact our businesses, both positively and negatively. Much like the overall economy, the wireless industry has felt its fair share of challenges over the past few years, as evidenced by continued and increased industry consolidation - not only of carrier companies but among the vendor community as well. While this news may be discouraging, it is not all doom and gloom for the competitive wireless marketplace. Many CCA members serving rural and regional markets have seen trends with the potential to positively affect our businesses. Most evident perhaps, is the steady increase in consumer demand on mobile networks. Consumers not only are seeking out more content, but they also are spending more time using it, which can be a wonderful opportunity for wireless operators. Let's take a look at some of the ways competitive carriers can benefit from changes in consumer behavior. Social media One way consumers are utilizing more data is through social media. Consumers between the ages of 18-34 are using platforms like Facebook, Snapchat, and Instagram more than 1,500 minutes per month1; and this is just the tip of the iceberg considering the number of social platforms out there! Sixty-six percent of advertising is mobile - a $60 Billion market to date2 - and wireless carriers can benefit from this market growth. The information in the network could provide new advertising opportunities for the carriers for the benefit of consumers. Video Streaming Consumers are watching videos in new ways. Rather than simply viewing a viral video, consumers are increasingly interacting with specific brands by using sponsored filters and watching live broadcasts using Periscope, Facebook Live, and more. Take for example the woman who posted a Facebook Live video of herself in a Chewbacca mask. Her post was viewed more than 153 million times. While viewers enjoyed a few minutes of entertainment, it can be argued that no one benefited more than the department store, Kohl's. Kohl's was mentioned twice in the video, and soon after, the department store's app was number one in the App Store, and, Kohl's profits soared thanks to Chewbacca mask sales. What does all this mean to a wireless operator? It means a real potential to profit from large increases in data consumption. The Internet of Things (loT) The IoT space continues to excite and provide a great deal of opportunity for consumers and innovators alike. New ideas and services are pushing the limits beyond what was ever thought possible. Take the connected car. Is it still a car or is it a computer that drives? As more and more of our everyday THE Whether in urban or rural areas, having access to sufficient data is critical to all Americans, and competitive carriers play an important role in ensuring all consumers can connect. appliances become "connected," carriers will have increasing opportunities to get involved and take advantage of these new emerging technologies. IoT cannot work without a wireless connection, and carriers can benefit from new partnerships and activations to provide the IoT services their customers want and need. The Future is Bright With consumer demand for new and existing services and technologies at an all-time high, it is abundantly clear that carriers must have a robust network to meet the desire to connect, send, show and view content. Whether in urban or rural areas, having access to sufficient data is critical to all Americans, and competitive carriers play an important role in ensuring all consumers can connect. In many cases, the competitive carrier is the glue that connects rural America and smaller markets with the future of IoT. CCA has been working diligently with policymakers in Washington and through CCA's business development programs to ensure competitive carriers can achieve this goal. Our companies are a critical part of the next generation of mobile technology, and with a strong membership and the right policies in place, I have no doubt the best is yet to come. Footnotes 1 ComScore Media Metrix Multi-Platform, 12/15. 2 2015 IAB / PWC Internet Advertising Report. VOICE * www.ccamobile.org * Fall/Winter 2016 11 http://www.ccamobile.org

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2016

Board of Directors/Staff
Chairman’s Letter by Slayton Stewart
A Message from the President & CEO by Steven K. Berry
CCA’s 2016 Excellence in Marketing Awards
Next-Generation IoT: Revolutionizing Mission-Critical Connectivity
What 100 Operators Really Think About 5G
5G Is Here (If You Want It)
Five Trends Shaping the Future of Spectrum
5G, A Technology Vision
Cloud-based IP: The Way to 5G and the Internet of Things
#5GNG
Power Outages Don’t Belong in a Connected World
The Path to 5G: Challenges, Benefits and Endless Possibilities
The Evolution to 5G: Implementing the Next Generation of Wireless Networks
New Report Details One Year of Roaming Fraud Data to Add to Industry Knowledge
Better Data for Brand Evolution
Verticals: At the End of the 5G Rainbow
Over-the-Top International Wi-Fi Calling and Messaging
SmartCom Brings 4G LTE to Belize
In the Dugout with Kevin Cundiff, Creator of Retail Moneyball
Company Profiles
Index of Advertisers.
Congressional Spotlight: Senator Joe Manchin (D-WV)

The CCA Voice - Fall/Winter 2016

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