As networks, devices, and media converge, telecom companies have increasingly complex catalogs of products and services on offer to customers who are, in turn, becoming more aware that they can switch to other providers. These companies need to find ways to effectively and consistently engage with customers to optimize the entire sales experience and capitalize on competing influences rather than losing out to them.
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this combined model. When moving to e-commerce, traditional companies initially maintained separate internet operations, often with an IT-led mentality, discrete from the ''main business''. This is no longer an effective model, as not only should e-commerce be regarded as just another channel to the overall commerce process, but advances in communications technology have led to the appearance of other complementary channels. Social networks, as mentioned earlier, now have a much larger impact on all stages