What do I do if I'm Google and I know one of the most monolithic and slow moving industries in the world will do everything in their power to control my hardware and software?
Do I casually introduce unlocked products which can be used on the carriers' networks?
Or do I take a bold step and introduce my own wireless network?
If I truly want to transform the way people communicate I'd go all in. But then, Google wouldn't admit this even if it were their intention.
So what is the end result of this announcement? Just a little fear and trepidation on the part of the current wireless carriers? Or lose-sleep-at-night-because-your-company-might-be-irrelevant-in-three-years kind of fear?
There is a solution. Leverage your physical presence. Embrace your shoppers. Transform the SX.
If your shoppers were loyal what would be the impact? #1 Churn rates would obviously fall markedly. #2 Perhaps they talk to their friends about their carrier the same way they currently talk about their mobile devices.
Have no doubt that if you do nothing they will leave when given the opportunity. Maybe they leave for Google. Maybe they leave for Comcast. If they are not loyal they will not hesitate to leave.
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