CommScope aligns its product portfolio with the market that it serves

Mylaraiah J N, Director, Sales, Enterprise Business, CommScope India

BRAND ROADMAP 2022

With both the world and businesses going digital, companies continue to churn out innovative offerings. Against this backdrop, CommScope continues to invest in its manufacturing capacity including its facility in Goa while also investing in new technologies to take advantage of the ‘fibre everywhere’ evolution.
Driving ubiquitous connectivity is the priority for governments around the world. The new generation network of 5G which needs significant densification to support higher data consumption and demand, will drive more fibre deployment globally. With investments coming in from network operators in network expansion and fibre rollouts, CommScope wants to make sure that it is able to bring critical infrastructure and network solutions to customers around the world, including the evolving Indian market.

In addition, CommScope has recently aligned its portfolio of products and solutions more closely with the markets it serves and bring better performance clarity with its competitor peer set.

CUSTOMER EXPERIENCE STRATEGY

Since 2020, CommScope, while adapting to a digital way of doing business, has steered its marketing efforts towards online and digital platforms to make sure that the brand continues to engage with its customers. From running virtual roundtables and partner & customer conferences to hosting regular podcasts to driving social media initiatives, the networking brand is trying to redefine customer experience.

CommScope continues to build key programs that are helping to drive optimization and that will lead to increased customer satisfaction. By putting customers at the center, it continues to work toward the objective to provide best in class online customer support. By doing so, CommScope believes that customers can easily connect, communicate, and collaborate with the brand.

STEPS TOWARDS CYBER RESILIENCE

Cyberattacks can be prevented if businesses and their employees stay vigilant. For example, CommScope has established a Security Awareness program that aims to help protect employees against cyber threats. Employees are being trained to recognize suspicious online threats and to handle information securely. The brand also has clear online security policies that provide guidance to employees when they are accessing information online, or when working remotely.

CUSTOMER EXPERIENCE vs LOYALTY

A strong brand will reinforce a company story and messaging that will be something that people can identify with and feel connected to. How the customer perceives the value, or what the brand stands for is likely defined by his or her experience based on interaction with a company.

For example, a brand that suggests ‘focusing on customers’ has to make sure that the employees are aligned with that customer dedication and are associated with being friendly or approachable. At the end of the day, customers are loyal to a brand that speaks exactly what it stands for.

THE IT INDUSTRY IN INDIA

Digital advancements will be key enablers for the economy, improving effectiveness for public utilities such as transportation, and for education, healthcare and banking, as well as improving the Indian job market.

One of the newer IT trends that was observed is the increased adoption of cloud computing, as businesses pivot their operations to cloud and online for increased productivity and reaching a wider consumer base, driven largely by the pandemic. Besides cloud computing, there was also greater adoption of digital services nationwide, driven by government-led initiatives. Aadhar could be the most significant achievement, covering 99% of the Indian population, allowing them access to important government digital services. According to industry body NASSCOM, the Indian IT sector revenue will reach USD 350 Billion by 2026, and this growth will be driven by the growing demand for newer technologies. The growth of the IT sector has created more job opportunities, and the sector today has 5 million employees, of which more than 2 million are employed over the last 10 years.