The re-positioning and new brand creation of telecommunications companies in an IT society

Abstract

The telecommunications industry has developed differently, in each nation, depending on the political, economic, and cultural environment within each country. Only the technology has achieved some standardization in order to facilitate smooth connections between nations, with the assistance and coordination of the United Nations International Telecommunication Union (ITU). For the past twenty years, the telecommunications industry had faced multiple challenges, including privatization, deregulation, fierce competition, dramatic technological change, and a variety of market changes. Today, telecommunications companies need to quickly reposition themselves in order to survive. In Part One, we identify and discuss various long-term assumptions of customer needs. In Part Two, we construct scenarios relevant to the telecommunications industry, based on Fahey and Randall's competitive foresight scenarios methodology. Then we analyze strategies for NTT Group which we believe could revitalize the Japanese economy which has already endured ten years of stagnation, followed by suggestions for the world economy.