Celebrating Resilience: How Telcos Excelled Amid Rapid Industry Changes

This Industry Viewpoint was authored by Dan Rice, Senior Managing Director and Communications and Media industry lead for Accenture in the US

Adapt or Be Forgotten

In 1876, Alexander Graham Bell picked up his telephone prototype and forever changed how the world connects. Fast forward almost 150 years, and the telecom industry is once again standing at the precipice of massive change. But here’s the thing – today, many see telcos as slow movers, lagging the tech giants of the world.

I disagree.

Think back to the early 1980s. (For some of you, it’ll be a painful recollection of fighting over the one landline in your home.) New features like Call Waiting and Caller ID were technology options that took years to roll out to consumers. Major players in the industry faced new competition and brought to market these products at what was a blistering pace. In the case of Call Waiting, it was about ten years to finally get this to the mass market. 

To put that in perspective, it took telcos ten years to roll out just one feature, Call Waiting, and here we sit with the smartphones that are just 14 years old and are in its 16th generation.

We are at the beginning of the beginning of a revolution that will redefine how we connect, create, and consume personalized experiences across sales through service from telcos.

The Oak Tree Lesson
Did you know oak trees have “mast years”? Some years, they produce so many acorns that even the hungriest squirrels can’t keep up. It’s unpredictable, intentional, and ensures survival. That’s the telco industry. They don’t make loud, flashy moves. They adapt steadily, knowing when to release their “acorns.”

AI is their next mast year. It’s the new frontier that will transform customer experiences, streamline operations, and unlock innovation we’ve only just begun to imagine. According to Accenture’s recent research, over half of telecom executives already plan to ramp up AI investments in the next two years. (1) Why? Because expectations are sky-high—and that’s a good thing. High expectations drive progress.

But let me say this: patience is key. Revolutions are messy. Success isn’t instant. Telcos will need to lean into experimentation, endure setbacks, and stay focused on the long game.

Scars, Skills, and Strategy
Good ideas don’t come from one person or one place—they can come from anywhere. It’s vital to create an environment where everyone feels heard and has a voice in the conversation. Some of the best solutions arise from unexpected sources, and companies that embrace this openness will outpace those stuck in traditional hierarchies.

92% of Reinvention-ready organizations have a well-defined talent strategy to address workforce planning, role reinvention and continual upskilling, as per our research. (2)

The band Queen did it. Every member of the band wrote a number one hit. Why? Because they gave everyone a shot and leaned on each other’s strengths. Telcos need to do the same—play the team game. The future of telecom won’t be built by executives alone but by empowering teams to embrace change and innovate fearlessly.

What’s Next
The truth is, we don’t yet fully understand the scope of what’s coming. AI will redefine customer expectations and transform industries. But revolutions don’t come with a roadmap. It will take time to work it out, and that’s okay.

So, what can executives do right now to harness and be ready for this revolution?

1. Invest in talent: Equip your teams with the skills they’ll need to thrive in an AI-driven world. Upskilling is no longer optional—it’s critical. 89% of executives recognize the swift advancements in AI and generative AI as an opportunity, acknowledging the need to accelerate their organization’s training efforts to stay apace. (3)
2. Be patient but persistent: Revolutions are chaotic. Progress will come, but only if you’re willing to play the long game. A deeper understanding of customer and their needs will help Communication Service Providers (CSP) to develop value-based and targeted experiences.
3. Foster collaboration: Break down silos and encourage cross-functional teamwork. The best ideas often come from unexpected places. Ecosystem partnerships will be key to CSPs solving industry-specific needs, whether they are in manufacturing, autonomous driving, precision agriculture or remote surgery. CSPs have an opportunity to play an integral role in delivering new services and engagement beyond physical infrastructure and connectivity.
4. Don’t kill your rebels: Rebels are often the ones who challenge the status quo and see opportunities others miss. Support them, even when their ideas seem unconventional.
5. Don’t shame failure: Failure is a natural part of innovation. If your team is too afraid to fail, they’ll also be too afraid to take the risks needed to succeed.   The pace of change is fast. 81% of executives believe rapid experimentation is necessary and 71% believe they need to be less risk averse when scaling GenAI use cases.(4)

The telecom industry has been here before. From party lines to smartphones, from voice services to AI-driven personalization, telcos have proven their adaptability time and again. Amid the new digital disruption of the 21^st century, it’s not just the technology that will demand change from the telcos but also their existing customer base, new audience segments, subscribers, entertainment seekers, etc. The challenge ahead is immense, but so is the opportunity.

We’re at the beginning of the beginning. Now is the time to plant the seeds that will grow into the future. Let’s get to it.

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Categories: Industry Viewpoint