maze of confusionGive the customers what they want? The confluence of new technologies and business models, an exponential increase in the consumption and delivery of data, a deluge of devices and an explosion in apps and content makes fulfilling the number one rule of marketing harder than ever before.

Megatrends and shifts in the marketplace (primarily the massive move to mobile) are reshaping the customer landscape, providing people more choice and forcing the rest of industry to innovate in order to deliver people what they want, how they want it — and at a price that is completely aligned with their individual needs, uses and budgets. (Translated: tailored, tiered offers and pay-as-you-go plans.)

As a result, companies – particularly those in the communications sector — are confronted with a myriad of issues around understanding and managing subscriber complexity. The hyper-competitive landscape in which these companies operate requires them to rethink their strategies and respond with an arsenal of capabilities, including the ability to create new pricing models, launch effective promotions and loyalty programs, implement new services and improve every aspect of the user experience.

Bringing dexterity to subscriber complexity

CMO CouncilBut before the industry can identify the solutions it has to fully understand the problem. This is where the CMO Council — an organization dedicated to high-level knowledge exchange and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries — comes in.

To help companies manage this complexity (rather than be crushed by it) the CMO Council has launched a campaign to explore how communications companies can remain on top of their game in a time of such accelerated expansion.

Bringing Dexterity to Subscriber Complexity is a new thought-leadership initiative from the CMO Council reaching out to senior marketers and technology leaders from service providers around the world.

The aim is to analyze the challenge of subscriber complexity and choice in communications and media markets and outline the industry requirements for improved processes and to enable cost-efficient and rapid delivery of new devices, apps, programs, services and packages to address every market segment of the complex communications landscape.

Share your perspective

MobileGroove is proud to collaborate with the CMO Council to promote this thought-leadership initiative and support its research into understanding and managing this critical aspect of strategic marketing.

We’d like YOU to contribute to the dialog.

The CMO Council asks for just a few minutes of your time to fill out the Subscriber Sense-Ability Audit Questionnaire, a landmark industry survey of marketing and IT professionals at operator organizations to determine the forces and factors that are contributing to carrier aggravation and the best practices to address the issues head-on.

Here’s your chance to share with the CMO Council the issues and challenges your company is facing as the subscriber landscape becomes more widespread, diverse, and demanding. Please take 10 minutes to offer your perspectives.

take CMO survey

As a thank you for taking our 10-minute survey, you will receive a complimentary copy of the detailed findings report (a $199 value) upon publication.

In addition to the survey results, the final report will include in-depth interviews with executives from Deutsche Telecom, AT&T, Vodacom, and Telefonica, to name a few.

If you would like to contribute your insights as well, please email Leora Tanjuatco, CMO Council marketing program coordinator, at . Her team will be happy to schedule a brief telephone interview.

Partnership and promotion

By way of background, The CMO Council’s 6,000 members control over $200 billion in annual marketing expenditures and run complex, distributed marketing and sales operations worldwide.

MobileGroove is perfectly aligned with The CMO Council goals to produce and promote research reports and studies on critical aspects of strategic marketing, including marketing supply chain management, customer experience, customer insight and innovation, sales and marketing integration, data analytics and campaign measurement, as well as social media and digital channel engagement.

I am excited that The CMO Council has chosen to collaborate with MobileGroove, providing me exclusive access to insights from its research and the opportunity to connect with the organization’s leading brand decision-makers. Together we will work to identify and amplify good ideas (in the form of case studies, podcasts and guest contributions) through our destinations, newsletters and social media outlets. My personal thanks to Leora Tanjuatco and Matt Martini and I look forward to co-creating valuable content for our growing audiences.


CSP Executive Caucus and Roundtable: “Bringing Dexterity to Subscriber Complexity”
Monday, May 23rd, 2011, 3:00pm – 5:00pm
Shelbourne Hotel, Dublin, Ireland (near Management World Conference)
Complimentary Cocktail and Dinner Reception to Follow

There will be a gathering of CSP leaders in Dublin, on the eve of the Management World Conference. Confirmed attendees include Orange France, O2, Telstra and Vodafone. If you’re interested in learning more, please contact Matt Martini at