Executive Thought Leadership

One of the most interesting trends of today’s business models is the empowerment of the consumer. Consumers are in the best position to take advantage of the underlying changes occurring in the network as data, voice, video, and mobility converge. If all forms of communications and IT move into the network as we predict, and the delivery of these services is transparent, consumers’ expectations will continue to rise rapidly. Today’s consumers want increased control over everything—entertainment content, product features, purchasing experience, and more—and rather than see this as an imposition, innovative organizations recognize this change as a huge opportunity.

Personalization of goods and services will be the key differentiator in businesses, according to recent research by the Economist Intelligence Unit (EIU). The EIU expects personalization to be the fastest-growing priority across all market segments in the coming 15 years. Customers are looking for more than just quality goods and services at competitive prices; increasingly they seek an enhanced interaction—an experience—that is satisfying as well.

Information has always been a cornerstone of successful commerce, but never as much as it is today. The more information an organization can gather, and the more successfully it manages data and empowers knowledge workers, the better prepared an organization is to create satisfying interactions with customers. But, as the author Clarence Day wrote 85 years ago, "Information’s pretty thin stuff unless mixed with experience." The network, and networked applications, are emerging as the platform to enable unique, personalized, and satisfying life experiences.

In this issue of the Executive Thought Leadership Quarterly, we offer perspectives on the user and customer experience, and on the value of the network platform as a nexus for communications, expression and, ultimately, experience.

Rob Lloyd, senior vice president, U.S. and Canada Operations, summarizes how customercentric businesses can grow revenue by leading the customer experience.

Marilyn Mersereau, vice president, Corporate Marketing, talks about how marketing and branding must keep pace in a world of connected and empowered consumers.

James McDonald, CEO, Scientific Atlanta, presents a preview of the changing face of entertainment in the intelligent video network.

Paul McNab, vice president, Integrated Networks Systems Engineering, shares his perspective on the relationship between business and technical architectures.

Roger Farnsworth, executive editor, explores some less familiar yet important networking trends.

I hope you enjoy this issue of the Executive Thought Leadership Quarterly .