The runaway success of Apple's iPhone shows the clamour that consumers have for desirable handset brands, but the same emotions are rarely associated with service providers.
Despite spending millions on advertising, mobile and broadband operators still suffer from limited brand differentiation in a price-driven market.
With these issues in mind, Marketing joined forces with Yahoo! for the third in our ‘Opening Up' series of round table discussions.
We invited a selection of telecoms marketers and category experts to join us at the Century Club in London. Film produced and edited by Joe Thomas.
To learn more about the event, read our in-depth report.