It is over a year since BT launched BT mobile and sim card only contracts. With more than 400,000 customers in 12 months, the company is continuing to push its brand and establish its place in the telecoms market alongside its acquisition EE.
This week mobile firms O2 and Three revealed two very different strategies in dealing with mobile ads. O2 believes that telecos have a right to play in the ad space, while Three plans to “revolutionise the mobile advertising experience” by trialling ad blocking.
If regulators approve BT’s acquisition of mobile network EE later this month it will create a headache for the executives who must decide the future of two strong brands, however there is only one sensible outcome.
Both EE and O2 have said they are exploring options to give consumers more control over the type and quantity of ads they receive as they look to ensure they are part of the ad blocking debate and try to enforce good behaviour among advertisers.
With predictions that video content will make up 69% of all internet traffic by 2017 brands need to take on the challenge of making the format an integral part of their communication strategy, while remembering that telling a compelling story is key to success.