Advice from a long-time wireless industry analyst
As a long-time industry analyst, my email box has exploded. It seems so many companies worldwide want to get on my radar. Especially in the weeks leading up to a trade show like this week’s Mobile World Congress trade show in Barcelona, Spain. Companies invest a fortune in all the trade shows they participate in, but are they getting the kind of result they want? Let’s take a closer look at this important question and let me offer some valuable advice.
I have been a wireless analyst for nearly 30 years and have attended countless trade shows. While these are important, they should only be considered one slice of the pie if you want to successfully reach analysts, the media, investors, partners and of course customers.
And while trade shows are just one slice of the pie, individual shows like MWC are just one of many shows like CES, CTIA Super Mobility, Google I/O, Apple Worldwide Developers Conference and many others.
Wireless data next big growth area
These days the wireless world is growing far beyond simple smartphones. Eight years ago when the Apple iPhone and Google Android operating system were born, it was all about smartphones and applications. Today, many companies and other industries are using wireless data to fuel growth in a wide variety of areas.
The move to “5G” will take several years, but the conversation has begun and will only get louder and more confusing. They say 5G will be faster than the wireline connection today and it will deliver a wide variety of video, service to the “Internet of Things, wireless TV and much more.
Wireless TV or mobile TV are the next big growth waves. Just look at how AT&T’s DirecTV and U-verse now also offer wireless TV over smartphones and tablets using the AT&T Mobility wireless network.
In fact, this has sent Comcast back to the drawing board with Verizon Wireless trying to develop a competitive answer. I expect to see something coming from the cable television industry. This is one example of how wireless is transforming not only itself, but countless other industries as well.
Companies like Sprint and T-Mobile US, who struggled with growth over the last decade, are now transforming themselves and showing growth once again. They are improving the quality, reach and speed of their networks.
This is the exciting wireless marketplace of tomorrow, but there is much more. Health care, automotive, retail and industry after industry are rapidly moving into the wireless space. This is going to create even more slices to the wireless pie. This is an enormous opportunity for other industries and other companies to make lightning strike.
New wireless leaders going forward
Many different companies will become leaders during this next transition. Some we already know. Other companies we may not even have heard of yet. Leadership in several wireless markets may change, just like the Apple iPhone and Google Android changed the smartphone space sending BlackBerry and Nokia down the leader board. That’s the excitement we have in front of us.
IoT will play a growing role in the wireless world as well. This is how companies communicate with their customers and devices delivering reports, fixes, upgrades and improvements, even without the user taking any action. IoT will continue its growth and expansion.
As an analyst and consultant over the last several decades, I have shared my thoughts on the changing industry and new opportunities with many competitors. I have also listened. This interaction gives me the ability to offer opinion on what players are doing right and wrong.
Each company tends to talk both about what they are doing right and what the other guys are doing wrong. When you hear this from a wide variety of competitors, it helps to put things in an accurate perspective.
Constantly changing wireless industry
The industry seems to completely transform itself every few years and the next transformation has already begun. What I am looking for as an industry analyst and consultant is a better understanding of each competitor and the changes that are coming.
The opinions of top analysts matter to quite a few whether they be customers, partners, the media, investors and so on. If this is the case, winning in this important slice of the pie would seem very important. Why then do so many companies struggle or even fail?
Why do so many wireless companies fail?
Think about it. I share my thoughts and opinions in a variety of ways including with the media who call every day, in my columns, speeches, meetings and so on. This deeper level of understanding is what I am always looking for in this rapidly transforming industry of wireless and telecom.
So what are you doing to make sure you have this important area covered? Isn’t this what every company should be interested in? Different people may use this information in a variety of different ways, but everyone wants a good read on the changing industry, companies and leadership.
Trade shows like MWC are just one slice of the pie
While playing a role in the right conferences for your company is important, this should be just one slice of your marketing pie. Depending on how serious you want to get, I would recommend working many slices of this pie. Slices like trade shows, which are larger and more general; and analyst briefings both for the larger group and separate and more intimate meetings for the smaller, more influential group.
Then for the very few, key analysts and media in your space, private briefings either by phone or in person, often have great results. Stay on the radar. Smaller companies often find success working with individual analysts and media to help get the ball rolling.
At least make sure you connect with key analysts
Any way you slice this, it takes time and resources to work with the analyst community and the media. This is not an area you can ignore. They can have a positive or negative impact on your business. Don’t you think you should play a role in determining which way the wind blows?
Also remember, analysts, the media and investors are very busy. They track and compare quite a few different companies in the industry sectors they cover. They attend shows, meetings, give briefings, write reports or columns, which is what you are reading right now. If they are going to carve out part of their limited pie for you, make sure it is worth their while.
Don’t waste time
With all that said, I wish you a successful MWC this week. Take the important information I have shared with you to heart. Use it at this show, at every other show and in your wider marketing efforts as well.
Remember, it’s very important to be recognized as a leader in this rapidly changing wireless space for analysts, media, customers, workers and investors. The next several years will transform the industry. It will reveal many new winners. Will your company be one of them? It all depends on how well you play the game.
