The world of communications is changing, again. In fact, the very definition of what it means to be a communications provider has altered dramatically in the last few years.

Telecom operators are learning what it’s like to be in the TV business. Cable providers are finding out what it takes to deliver reliable voice service. Both have had to remake their businesses in order to support these services reliably and cost-effectively.

Now, providers are being challenged not only to offer multiple, bundled services, but to make those services work seamlessly together across different devices. To do that, providers are investing heavily in standards-based networks, software and equipment that will make it easier for customers to move content around the home and access it on the go. Still, the pace and transformational nature of the changes are enough to give any communications provider an enormous headache.

Through it all, leading service providers are recognizing that the one constant across all of the myriad services and devices is the customer experience. They recognize that to foster customer loyalty, they must deliver a simple, easy, intuitive experience at every step in the customer lifecycle. That, of course, is easier said than done, especially when there are dozens of different hardware components, software applications and devices factored into the equation. There is nothing simple about provisioning, managing and supporting new services in this complex scenario, but that’s exactly what providers must do if they want to win customers and build brand loyalty.

Brands are funny things. Companies that spend millions to market their brands often fail to connect with their audiences, while others succeed mostly on word of mouth. The best ones endure because the customer’s experience with the brand matches its promise. These are the brands that become a part of our lives and our lifestyles. The over-cited example today is, of course, the Apple iPod, but there are many other brands—American Express, BMW, Coca-Cola, McDonald’s and Nike are just a few that have permeated the global consciousness. And in a sign that technology has indeed become an integral part of our lives, it’s interesting to note that in BusinessWeek’s annual ranking of the top 100 global brands in 2006, five of the top ten were technology companies: Microsoft, IBM, Intel, Nokia and Hewlett-Packard.

Successful brands are signposts that customers look to for guidance when making a purchasing decision. That’s why I’d like to extend a personal invitation to our readers to attend Motivation 2007, Motive’s annual customer conference, March 5th - 7th in Austin, Texas. The theme of this year’s conference is “Countless Connections. One Experience.” Our goal: to gather leading service providers from around the world to share the strategies they’re pursuing and the results they’ve achieved to date in delivering a unified customer experience that transcends individual devices and services. From BT’s Total Broadband services to Swisscom’s Bluewin brand to AT&T’s U-verse initiative, we’ll explore the challenges these providers have conquered and the results they’ve achieved by putting the customer at the heart of their business strategies.

I hope you’ll join us at the conference for what is sure to be an engaging, thought-provoking and unique opportunity to network and share ideas with the people who are shaping tomorrow’s customer experience today. To register, visit www.motive.com/motivation2007. I look forward to seeing you there.

Alfred Mockett
Chairman and CEO
Motive, Inc.