Telecom providers must communicate trust and information security
The fear of having personal information stolen is a very real concern for consumers. Telecom providers have started partnering with security solutions (or are developing their own) to address these concerns in an effort to build up long-term trust among their user bases.
Information security and identity protection are not issues that customers want to be actively involved in, which is why the most popular method for security protection is antivirus software that runs in the background. There are still more active extra measures such as VPNs and privacy extensions that can be put in place, but a “set it and forget it” model can resonate with users who want to carry on with their regular activities without worrying.
Should a provider incorporate these extra measures of security, it could resonate with current and potential customers who want to feel comfortable knowing they are at least slightly more protected than the average internet user.
For example, Spectrum baked its security and privacy reassurances into customer notifications to ensure that a secure network is instrumental to every aspect of its service.
AT&T’s showcased its ActiveArmor solution as a way to help make mobile and home internet security “even safer” than they already are within the network.
TELUS partnered with Norton, a trusted information security brand, to cement its commitment to provide the best for its customers.
What we think
In the future, security messaging can be expanded to tie trust to information safety across the telecom industry by educating customers using real world concerns to illustrate their importance before looking to enhance a product that users don’t currently want to even think about.