The focus for telecom operators has traditionally been on infrastructure-based voice and data transport products and services. Over time these have become commoditised with eroding prices and continuous pressure on margins. Telecom operators now need to evolve their portfolios and capitalise on new technologies that address the increasing demand for converged services.

Whether this is convergence between IT and telecoms, fixed and mobile, or telecoms and media, telecom operators face new challenges in evolving their portfolio and marketing strategies, as well as realigning the focus of their sales channel from selling commodity products, to a focus on servicing their customers.

At BT, in our own markets, we have experience of how to respond to intense competition and regulation. We have had to:

• Remake our portfolio and develop a new portfolio strategy
• Develop and implement a new portfolio of ICT products and services globally
• Develop and launch a new portfolio covering fixed-mobile convergence, IPTV, and services to support social networking
• Create a global sales organisation that advocates a solutions-sales approach

The Sales and Marketing Consulting Practice specialises in translating that experience to give you advice and direction on how to improve and evolve your portfolio, and more effectively support sales and marketing organisations. We combine the expertise gathered from best practices within BT and experience from our external client engagements to deliver maximum value to your business. Our client engagements frequently focus on:

• Sales and marketing strategy
• Products and services portfolio
• ICT portfolio strategy and development

We're able to leverage our own experience transforming BT from a traditional portfolio and sales approach into a services organisation with a comprehensive networked IT services capability. This strategy has already yielded new wave revenues that constitute more than a third of BT's overall turnover.