![]() ![]() This created another growth engine for them. This gave these companies a new avenue for growth. But they relaunched and that has been successful for them. They failed with their first version a decade ago. The same for Charter with Spectrum Mobile and Altice Mobile. This is what Comcast did by getting into wireless with Xfinity Mobile. They must create the next growth engine to ride for the next several years. You see, to make shareholders happy, every company must continue to grow. Lumen, CenturyLink must create next growth engine like wireless Verizon went into this area as well with FiOS and acquisitions of AOL and Yahoo.Įven T-Mobile tried with their wireless pay TV offerings.Īll these companies failed at this new area and are rushing to get back to business as usual with wireless, telecom, Internet and more for the business and consumer marketplace. That’s why AT&T, Verizon and T-Mobile tried to expand over the last decade into areas like pay TV, entertainment and the like.ĪT&T went deepest into this new area by acquiring DirecTV and WarnerMedia assets like CNN and Warner Brothers. AT&T and Verizon also deal with this same set of problems surrounding growth and brand building. Part of the problem Lumen and CenturyLink face is also faced by every competitor industrywide. Lumen, CenturyLink, AT&T, Verizon all wrestle with brand and growth Lumen seems to have all the pieces of the puzzle, except brand and growth. And that is one important reason they are still struggling to show real and rapid growth. Lumen must be successful with media relations, analyst relations, investor relations and more.Īs I have followed this company over the years, I believe this is one key area they are missing the mark. This is done in a variety of ways including marketing, advertising, public relations and more. So, how does a company get the customer and investor and the entire marketplace to love them? Lumen should use marketing, advertising and PR to build brand That means every step forward is a hard job for the company without their customers, workers and investors standing behind them. They are static in the minds of the customer. They connected with the customer on an emotional level, and they grew rapidly. ![]() That’s what let Apple grow into such a successful powerhouse. The same spirit Microsoft showed years earlier when they were starting their growth curve. Users and investors loved the fighting spirit. They were the smaller competitor to Microsoft and other competitors.Īpple users loved them. Years ago, Apple was the smaller and young fighter. The larger and more successful a company gets the harder this is to achieve. Especially, under Steve Jobs, but it still is under Tim Cook to a lesser degree. Apple brand connected with users, investors on emotional levelĪpple does a great job of building their brand relationship with the customer, worker and investor. This is critical for Lumen Technologies, CenturyLink and so many other companies as well. You see, so much of success today can be tied to the way a company relates to the customer on a brand level. They don’t give the customers the chance to know them… to understand them… to connect with them. Lumen has not focused on creating a compelling branding story. This does not happen automatically, yet this is vital to success. Simply put, they have not focused on building their brand relationship with their customers and the investors. So, if Lumen is focusing on the right areas, why are they struggling to find growth opportunities? Going forward, growth is in these new services. In fact, we are seeing larger competitors like AT&T, Verizon and others all focusing more on the business market for these very reasons. Lumen must focus on building strong brand relationship ![]() This is forward thinking and should create growth opportunities for the company. Lumen is a business services company and provides a fiber network, cloud and edge cloud, security and assorted communications. The third company is called Quantum Fiber.CenturyLink focuses on small business and residential customers.Lumen focuses on large business, enterprise and government customers.It started out as CenturyLink before splitting into three companies. Why is Lumen having trouble with growth in an industry that is transforming and growing so rapidly?įirst, we must understand the company. ![]() This concern raises an interesting and important question. Lumen Technologies reported their growth in Q4 2021 was weak, and their projections for 2022 don’t look like things will improve. ![]()
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