COVID-19 IMPACT:

Wireless

Industry Update: 06.07.2020

Vertical: Wireless
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Wireless, what are we seeing?

With telecommunications demand at all time highs the wireless industry is currently reporting increased demand for all services, although COVID-19 has created operational challenges for infrastructure servicing and maintenance, the industry is categorised as critical infrastructure and is not subject to the same level of disruption experienced in other industries. Operational disruption is occurring due to the production of (and access to) equipment and parts becoming erratic. Staffing remains complex, but surmountable.

Throughout the World, national and local authorities are seeking closer co-operation as they utilise location data to manage lockdowns and movement of people. Data usage is at an all time high with residential internet traffic moving to wireless carriers during periods of fixed line broadband congestion or even outages. National critical comms infrastructure is also being reviewed and strengthened as countries adopt various states of heightened alert.

Investment is being made in this area.

What do these businesses need to do now?

1. Adjust your business targeting

We’re seeing no change to targeting within this sector.

2. Review your marketing channels
MARKETING CHANNELS VIABILITY
B2B Direct Mail

NOT VIABLE

Telesales

NOT VIABLE

Paid Search

PARTIAL VIABILITY

Networking dinners/drinks & Partner Events

NOT VIABLE

Tradeshows and Exhibitions

NOT VIABLE

Awards Circuit

NOT VIABLE

Digital Outreach i.e. B2B prospecting

VIABLE

3. Revise your proposition

Adjust you offering to reflect the way that COVID-19 has affected short and medium term supply and demand. Capacity and uptime remain key sales messages. Price is a close third. The major proposition changes we are seeing relate to the needs of customers, so focus on what you can offer in terms of availability and flexibility with the skills and expertise that you have available.

4. Revise your messaging

Revise your messaging to set out how your proposition directly contributes to overcoming the current COVID-19 challenges. Right now that includes servicing demand spikes, overcoming capacity deficit and innovatively flattening network usage graphs. Think about the changing patterns within the wireless sector in Asia to identify future needs. Speed is also important right now, so weave it in to your messaging. Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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Nick Washington-Jones, Managing Director, Tack UK

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