Welcome to Business Intelligence – Telecommunications, the fourth in Zenith’s series of reports that analyse the advertising, business and consumer behaviour trends shaping different categories.

The telecoms industry proved it true worth in 2020, as much of the world’s population began living their lives online, relying on data connections for work, school, shopping and socialising. It is the backbone of modern life, but it has an image problem – most people don’t think about it until something goes wrong. Telecoms advertising has a key role to play in countering negative perceptions and creating positive brand identities. We investigate how telecoms advertising is evolving as brands adapt to changing consumer behaviour – much of which they have enabled themselves.

Advances in telecoms technology will continue to revolutionise the way we learn, work and entertain ourselves, most immediately through the spread of 5G mobile connectivity. The challenge for telecoms brands will lie in becoming properly recognised for what they make possible, and the value they add to our lives.

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