Fjord Trends 2022: Communications Industry

Copyright © 2022Accenture.All rights reserved.
Communications Industry Edition
April 2022
THE NEW FABRIC OF LIFE

go beyond the role of enablers and take a
more central part in these trends, with
the help of differentiated business
models and data-driven culture.
We first dive into the world of metaverse
and what it means for the industry
beyond its gaming roots.Are we ready
for the cultural revolution?What does it
mean for business and their products?
Who will manage the digital identities?
How will we handle the interaction shift
with the convergence of physical and
digital shift? How will we define the
ethics of interaction on this platform?
Then we will approach the trending and
pertinent topic of consumer
Trends in the Communications
Industry
2022’s FjordTrends focus on the need to
respond to relationship changes -- all
relationships. For the communications
industry, the past year reiterated the
continued need for digital and seamless
experience.While the changing
technological and customer experience
landscapes unlock opportunities, these
are only open to players willing to
innovate and explore, swiftly.Those
resistant to change, banking on their
existing business models, will find this
new terrain difficult to navigate.
This year’s core trends for the
communications industry are The next
frontier and This much is true.
Communication Service Providers (CSPs)
are challenged to
expectations.What should we do to keep
them engaged and loyal? How can we
deliver personalized experience? Is their
data secure? Can they trust us?
The disruption in the industry over the
past couple of years have shown us that
CSPs need to explore new paths to grow
and play a more valuable role in
consumer’s everyday lives.The focus is to
reinvent, be flexible, respond faster and
deliver intelligent solutions.They need to
adopt a data-driven open culture and
prepare for 5G, cloud and edge
technology advancements to gain
competitive advantage and become
orchestrators of the industry.With
strategic transformation,CSPs’ role
in the society can impact our
relationships, the way we interact with
each other, with businesses, nature – all
the threads that weave the new fabric of
life.
Alfonso Imbroda
Managing Director – Interactive,
Communications & Media Industry Lead,
Accenture
Martha Cotton
GlobalCo-Lead – Fjord, Part of Accenture
Interactive
Andrew Walker
Senior Managing Director –
Communications & Media, Global,
Accenture

Contents
Comeas
you are
The next
frontier
Handle
with care
The end of
abundance thinking?
This much
is true
01 03 05
02 04
2022Trends

The metaverse shows promise beyond its gaming
roots to become a cultural revolution offering
people and brands a new place to interact,
create, consume and earn.The metaverse is
intended to be a bridge between physical and
digital identities, properties, and spaces.
For the communications industry, the metaverse
opportunity will be driven by customer
experiences, community engagement, back-
office operations and new products and services.
In fact, it will particularly be a place to enhance
customer experience rather than viewing it as
just another channel.

What’s
going on
03 The next frontier 4
Conversation, spearheaded by big tech, around metaverse
environments and the convergence of physical and digital
worlds is exploding. It will shift culture and digital behavior
expectations. Finding success will rely on brands'
understanding of their customers and how/if they exist here.
For Communications industry players, the metaverse is the
next generation of the internet for the next generation of
customers – enabling us to participate in a persistent shared
experience that spans from our real world to a fully virtual
world and in between.CSPs are poised to be more than just
connectivity providers.
The convergence of the technical foundations and the new
experience layer emerging is why the Metaverse is new and
now, and a perfect opportunity for CSPs who already play in
both.

What’s
going on
CSPs are ready to participate in the metaverse:
• Verizon connected the real and virtual through a multicity, 5G, geo-fenced AR
treasure hunt for a chance to win new iPhone 13.
• SKTelecom plans to grow Ifland into a global Metaverse platform allowing social
social capabilities, commerce, entertainment and even virtual careers and business
opportunities in virtual spaces inhabited by virtual identities.
• T-Mobile 5G will take holograms into everyday life with real-time holographic video
video calls right on your mobile device, anytime, anywhere.
• Accenture and Microsoft Mesh have been experimenting in this space to create our
create our own employee experience with a digital twin of Accenture’s office
headquarters in virtual space, the Nth floor. Accenture employees all over the
world can gather in the same virtual space for social gatherings, employee
onboarding, and so much more. In 2022,Accenture expects 150,000 new hires will
work in the metaverse on their first day at the One Accenture Park.We are bringing
this together through our Accenture Metaverse Continuum business group.
The metaverse over time will transform every aspect of business – customer experience,
operations, products, sales, and more.

What’s
next
Engineers, developers, creators, policymakers, and communications partners all need to join
up to build these new worlds. Participating in the metaverse will require CSPs to rethink their
strategy and operating models, including their approach to ecosystems and partnerships.
They will have to foster a growth and experimentation mindset and empower cross-
functional teams to drive the metaverse vision. Decoupling legacy ways of operating and
taking a “digital native” approach will be key to capturing value in this space.
Exploring the metaverse value chain of infrastructure, security, spatial computing, end-user
devices, software & platforms, marketplaces & experiences will identify the right potential
opportunities for eachCSP. Whether it’s products or services, or a combination of both, there
is a place for each type of provider – but the piece of the pie will vary significantly.We foresee
demands for greater connectivity, 5G and cloud, but also proliferation of new consumer
devices, softwares and new app stores, exclusive ecosystem and joint go-to-market
partnerships, digital identities and trust, and immersive experiences and virtual storefronts.
As many CSPs are building out their networks for 5G, metaverse should be kept in mind as
one of their use cases and considerations.

Think Say Do
We suggest
Consider your place in the metaverse
ecosystem—Who are your metaverse
customers? How steep is the adoption
curve and how does that affect core
business? Are there opportunities to
move beyond the core to valuable
metaverse services & offers? Should we
revisit our approach to ecosystem? Is this
a serious enough trend that it warrants
investment & focus?
The metaverse is the Internet of Place
and not just another channel.
Ask people (especially young people)
about the experiences they’re having
with their friends online to learn more
about the metaverse’s potential and how
CSPs can play a role in that.
Monitor your B2B clients approaches in
the metaverse. Identify how CSPs could
be more than a connectivity enabler
helping your clients to delivery new
products and services, deliver a
metaverse identity, security control, etc.
Approach the metaverse with curiosity and
playfulness, but always with integrity,
ethics, care, and respect for the
environment. It will be especially
important to focus on ethics – i.e. are they
imbedded in the creation of the
metaverse?What should be considered?
Consider the skillsets the company will
require to embark on this journey and
thrive.

Customers expect transparent and truthful
answers to their questions at different points of
interaction with the product or service they
want to buy, and at points of purchase.
Through an omnichannel approach that
orchestrates multiple points of contact,CSPs
can embed data and intelligence across every
channel and touchpoint of the customer
journey.This will enable them to deliver the
relevant and trustworthy messages to
customers.Those who get it right will earn trust
and competitive edge.

What’s
going on
04 This much is true 9
We are in the era of questions. Asking questions has become so easy but
people are increasingly doubting the answers they find, leading to a
breakdown of experience and trust. Delivering on customer demands for
information is a way to show transparency, which builds credibility.
Information layers—how they’re designed and communicated—are a
critical and complex place for a brand owner to build trust. Data security
is also a key driver of trust.
The opportunity for CSPs to reimagine trusted customer experiences has
never been greater. Liquid expectations of consumers have increased
with the rapid advances in artificial intelligence, cloud and 5G technology.
Customers get an enriched experience while CSPs can better understand
their customers’ unique needs.
The communications industry holds a superior position of trust when it
comes to data* – and is setting standards for how best to handle and take
care of customers’ data, especially as the work to personalize channels
for customers continues.
*Sources: The Communications Experience Reimagined | Building on a Trusted Platform

What’s
next
The challenge is dealing with the limited space for information and
people’s limited attention span.The better communications
companies become at designing information layers that build on the
trusted brand story, the higher their chances of success and more
trust from customers.They must prioritize the delivery of
personalized, transparent and intelligent content across the business.
With the right layer of technologies, CSPs can give the right message
with truthful answers, or elements that they can trust about the
product/brand/service, and continually innovate their CX.
Content design will be key. By taking advantage of data and
advanced analytics capabilities,CSPs can deliver superior
interactions across multiple channels. Conversational AI will provide
relevant insights for proactive, predictive experience by leveraging
behavioural analytics. Hybrid interfaces will augment physical
objects with a digital layer of information, delivered as a sensory
experience through smart devices (such as smart glasses), and
customized according to customer mode.

Think Say Do
We suggest
Research the types of questions
customers are now asking in—and of—
your industry.What if companies
recognized the potential of customer
service to create and improve their
products and services—not just support
them?
Outside of your sales channels, consider
where people go to get information
about your company or products, and
how you can create information layers
that mean they don’t have to go there.
Tell your customers that you want to
make sure they feel confident buying
from you by giving them more
transparency and information at the
point of sale.
Be transparent, agile and efficient solving
any customer request.
Design new information layers to build trust
with your customers and communities and
prove your commitment to answering your
customers’ ever-increasing questions about
your product and services—in ways that are
easily discoverable both inside and outside
the sales channel.
Use data to understand as much as you can
about the layers each customer is seeking.
Use data to personalize the customer
experience.
Additional resources: Reimagining Telco CX, the touchless way | POV

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