Please help me with a response to the discussion post below. I need help giving insight on the post.

Discussion Post:

This week's subject and the leading material from Harvard Business publishing (1) reminded me of a movie called "What Women Want" (2), which was quite popular in my country and actually is showing an example of a marketer (brilliantly played by Mel Gibson), initially torn apart from his audience as times are changing. He tried to look for common ground with his ads addressees just like it's recommended in Marketing in the Age of Resistance (1). Since the movie (2) was a comedy, the ways the protagonist is reaching what he wanted is impossible in the real world. Yet, the desire of all marketers in the world nowadays is the same: walking in the customer's shoes to get best results. And it's not that complicated, yet so hard (isn't it strange?). This is the main message in (1) and I really recommend this movie to anyone who haven't seen it yet. It shows the evolution of a marketer who is out of date to a trendy one. And at the same time a touching evolution of a narcissist and selfish man to a honest, sensible, emotional person ready to show vulnerability and kindness to people around him. In some way, I guess, this movie was somehow marking the change of marketing trends from "we sell - you buy" to "we are here with you". This is a path of Candor by Jack Welch (3) and only a true product, sharing the life of customer will survive. This is a result of a long and thorny way the civilization is passing through. In our world, full of cameras and immediate information leaks you cannot hide the real intentions, if these are different from what you "publish officially". The world is a house of glass. So if the company is trying to make a "double-cross" this will lead to a failure sooner or later.

I took the Wall Street Journal's article Phone Companies Want to Be Your Home-Internet Providerand Vice Versa (3) to this week's discussion, as the communication services are most critical nowadays, in some cases even more critical for our life support, than power or other utilities. The publication (3) is displaying a major shift in the USA's communication services market, which is happening due to the a changes of wireless operators' capacities with more 5G networks going live and users growing dissatisfaction by the old-style broadband wired connection providers. Briefly we can describe this as a "Golden Age of Wireless".

The wireless providers (T-Mobile and Verizon) are clearly pushing on the wired users share to offer more benefits of their services, while wired services operators (Comcast and Charter) are trying to counteract with the new cell phone services offers, accompanied with technically reasonable attempts to disavow their wireless competitors' capacities to handle more subscribers due to technical reasons. The most curious thing in this competition is that wired providers, reaching out to the cell communications market reselling the traffic, which they buy from their wireless competitors. Several examples are given in (3) displaying people are happy to switch from the wired Internet provider (tired by monthly marketing calls) and vice versa: a Verizon subscriber is a happy cell phone Spectrum contract user by Charter.

Communications market is quite special in the place, where I live is not really allowing to have the same level of flexibility described in (3) unfortunately. I definitely would be happy to have the choice between several competing internet services providers in my residence. So far there's only one provider, which is actually fulfilling its contractual obligations ok. The only problem is that they are increasing prices regularly and I as a customer have no leverage on them to respond "by feet".

In our brief history (FieldCore celebrates 5-th anniversary this August), My Company faced several times a massive situations, when customers were leaving due to competitors offering lower prices. For us it's a normal process, as the free market means the competition. The only small difference is that the complication of equipment, we operate means a lot of complications in its servicing. Many of these customers return soon, disappointed by the quality of the services our competitors are offering. While of course, the pushing from our customers is enabling my company to reconsider the way we treat our costs and makes us to operate with lower rates.

The Omnichannel brand alignment is clearly visible in this post's subject article (3), as we see the successful example ongoing convergence of cell phone operators to the home internet segment provision. The vice-versa movement of the broadband operators to cellular services provision is a logical step, but they are a step away kin this game and they are in a vulnerable position, as they do not own the infrastructure for their freshly-provided cellular services, which means that they can be hurt by their competitors in case if they would want to raise the traffic resell price.

References:

Alemany, "Marketing in the Age of Resistance", 2020

What Women Want, https://www.imdb.com/title/tt0207201/, 2000

Phone Companies Want to Be Your Home-Internet Providerand Vice Versa, WSJ,https://www.wsj.com/articles/wireless-carriers-want-to-be-your-home-internet-providerand-vice-versa-11661209313?mod=tech_lead_pos4, 2022