The US telecoms industry has seen an unprecedented level of consolidation in recent years. AT&T’s $39bn acquisition of T-Mobile USA – set to close next year - saw the company become the nation's largest operator with in excess of 130m customers. Verizon Wireless continues to operate the number two spot with 88.4m retail customers, leaving Sprint Nextel in third place with 51m customers.
In a vastly changed industry, Pearlfinders has spoken to both national and regional operators for perspectives on current marcoms challenges when it comes to grabbing market share in a contested and evolving industry.