'SIMs from search engines’- O2 CEO’s 2016 predictions

'SIMs from search engines’- O2 CEO’s 2016 predictions

O2 CEO Ronan Dunne is predicting more disruption in the mobile market in 2016.

The network’s boss expects the changes to come from a range of players, including new companies and established brands, he said: ‘Digital disruption will only intensify in 2016 – driven not just by new kids on the block but by the Goliaths grappling to keep pace.

‘As a result, brands will have to fight harder than ever to win and keep customers. The only way to succeed will be to have a laser-like focus on your brand promise, giving consumers what they truly want and value.  We’ll see innovation around loyalty like never before as companies find new ways to reward customers who keep coming back for more.

‘In 2016 we will find ourselves in a world where brands we never expected are selling us services and products we never would have imagined. We’re going to see TV from telecoms and SIMs from search engines as Google looks to launch mobile in Europe.

'Digital disruption will only intensify next year – driven not just by new kids on the block but by the Goliaths grappling to keep pace. As a result, brands will have to fight harder than ever to win and keep customers. The only way to succeed will be to have a laser-like focus on your brand promise, giving consumers what they truly want and value.’ 

Dunne also thinks that customer loyalty will be an even bigger factor in 2016 with businesses investing in it like never before: ‘We’ll see innovation around loyalty like never before as companies find new ways to reward customers who keep coming back for more.

‘In that increasingly competitive marketplace, the only way to succeed is to keep delivering for your customers. That means keeping a laser-like focus on your brand promise, giving consumers what they truly want and value, when they want it. It’s why I’ve long described O2 as a brand that runs a business - not a business that runs a brand - and it’s why our customers have rewarded us with industry leading loyalty.

‘Having hard won customers in an increasingly competitive and confusing marketplace, brands will need to innovate around loyalty like never before to hang onto them. Will 2016 be the year when investment into customer service and digital loyalty programmes starts to rival that which goes into R&D and new product development? Quite possibly.’

 

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