North American Telecom, Media Firms Tap into Cloud, AI
New technologies provide ways to enhance connectivity, entertainment while containing costs, ISG Provider Lens™ report says
North American enterprises in the telecom, media and entertainment (TME) industry are adopting a wide range of emerging technologies to fuel innovation and improve customer experience, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm.
The 2024 ISG Provider Lens™ Telecom, Media and Entertainment Industry Services report for North America finds enterprises in all three industry segments are increasingly focused on cloud-based solutions, data and AI, while telecom operators are also expanding the applications of fiber and 5G networks. These trends create substantial demand for strategy and enablement services in the region. The TME industry accounts for a significant proportion of managed services engagements, ISG says, and the company expects demand to rebound in 2025 after dipping this year.
"The TME industry is being transformed by changing technologies, consumer demands and business models," said Rajib Datta, industry partner at ISG. "Leading service providers are guiding companies through every step of this transition with deep industry expertise and tailored solutions."
Facing challenging economic conditions, most North American TME enterprises are avoiding large transformations for now, focusing instead on smaller initiatives that promise quick outcomes and improved agility, the report says. Telecom and media firms look to cloud-native architectures, containerization and microservices for these results. Companies are also adding cybersecurity capabilities such as advanced threat detection, incident response and data privacy.
North American telecom carriers are adopting AI technologies, including generative AI, to improve both infrastructure and customer experience, ISG says. AI allows them to automate tasks such as network design and optimization, predictive maintenance and field support for more efficient operations and reduced disruptions. Ongoing enhancements to 5G networks are expanding the possibilities for IoT and edge computing, while consolidation in the satellite industry may help carriers integrate that type of connectivity into their service offerings.
Customer service is becoming increasingly important across the TME industry, and enterprises are tapping into AI and GenAI to better meet consumer demands, the report says. Advancements in data analytics allow companies to uncover new insights into customer behavior and offer more personalized services. In the media and entertainment sector, more detailed viewer preference data is helping companies optimize content strategies.
Entertainment companies continue to apply automation to content creation and delivery, ISG says. The film industry is expanding its use of gaming engines to enhance visual storytelling while saving time and resources. Companies are beginning to use AI to automate scriptwriting and video editing and increase audience engagement by personalizing entertainment experiences.
"The industry has found ways to improve both production and profitability with new digital technologies," said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. "Service providers are helping them navigate this significant transition."
The report also explores other trends in the North American TME industry, including rising demands for sustainability and a widespread shift to as-a-service purchasing models to reduce capital expenditures.
For more insights into the challenges faced by North American TME companies, including new AI-related security and privacy concerns and how to enhance ROI from technology, see the ISG Provider Lens™ Focal Points briefing here.
The 2024 ISG Provider Lens™ Telecom, Media and Entertainment Industry Services report for North America evaluates the capabilities of 50 providers across four quadrants: Strategy & Enablement Services, Telecom Managed and Next-gen IT Services, Media and Entertainment Managed and Next-gen Services and Intelligent Business Process Management Services.
The report names Accenture, HCLTech and Tech Mahindra as Leaders in all four quadrants. It names Cognizant, IBM and TCS as Leaders in three quadrants each and Capgemini, Infosys and Wipro as Leaders in two quadrants each. Deloitte, EPAM Systems, EY, Genpact, LTIMindtree, McKinsey & Co., PwC, Sutherland and Teleperformance are named as Leaders in one quadrant each.
In addition, Globant, LTIMindtree, Persistent Systems and Wipro are named as Rising Stars — companies with a "promising portfolio" and "high future potential" by ISG's definition — in one quadrant each.
In the area of customer experience, Persistent Systems is named the global ISG CX Star Performer for 2024 among TME services providers. Persistent Systems earned the highest customer satisfaction scores in ISG's Voice of the Customer survey, part of the ISG Star of Excellence™ program, the premier quality recognition for the technology and business services industry.
A customized version of the report is available from Cognizant.
The 2024 ISG Provider Lens™ Telecom, Media and Entertainment Industry Services report for North America is available to subscribers or for one-time purchase on this webpage.
About ISG Provider Lens™ Research
The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Mexico, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage.
About ISG
ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 900 clients, including more than 75 of the world's top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including AI, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., ISG employs more than 1,600 digital-ready professionals operating in more than 20 countries—a global team known for its innovative thinking, market influence, deep industry and technology expertise, and world-class research and analytical capabilities based on the industry's most comprehensive marketplace data. For more information, visit www.isg-one.com.
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