From Gorillas to Guerillas...

My colleagues Anton Denissov and Vince Vittore have published a report that I find absolutely amazing on the dynamics of IPTV and FTTx. It's entitled From Gorillas to Guerillas, IPTV Changes Everything. As luck would have it, Yankee Group has made that report available for free on our website.

The real insight here, is how FTTx rollouts necessitate a different marketing approach to be commercially successful, partly because of the narrow geographical scope of these rollouts and partly because the local marketing approach (all the way down to content) is what's expected by customers if they're going to churn from cable of satellite. A marketing approach that can have in-depth and long-lasting impact on the telco's internal workings...

The report is US focused, but it's applicable to any geography, really. I really recomment that you read it, it's well worth the time spent!

Edit: I should have been more explicit. To access this report, you need to register as a guest first. You will also be able to access other recent reports by registering.

Comments

[Graham]

Sadly Guests don't seem to have access to this report, only clients.

[iain]

I'm having same issue as Graham.
I registered as a guest, but ... 
I can't access this document :-(