Proprietary Research:
The Telecom Buyer
You know it, we know it:
Telecom is not an easy market to sell into.
Operators are facing some of the biggest infrastructure decisions they’ve made in years, all while juggling pressure to streamline operations, embrace AI and somehow boost profitability.
In fact, 74% of operators are still in the middle of a major CAPEX upgrade. Transformation is definitely happening, but every new investment is scrutinized.
Stage of CAPEX cycle
- Starting a CAPEX intensive upgrade cycle
- Midway through a CAPEX intensive upgrade cycle
- Coming toward the end of a CAPEX intensive upgrade cycle
- Concluded a CAPEX intensive upgrade cycle, now focused on monetization/ROI
That’s exactly why we keep our finger on the pulse of what telecom buyers are prioritizing and what it takes for vendors to earn their attention and trust.
As part of our Catalyst series, The Hoffman Agency surveyed 460 senior telecom decision-makers across leading fixed and mobile operators worldwide. This study spans North America, Europe and APAC, giving us a truly global view into how operators think, invest and choose partners today.
Caught Between Ambition & Constraint
Our findings confirm that 61% of telcos are caught in a balancing act, trying to do two things at once:
AI often serves as the bridge between these two priorities.
Operators have invested an average of $359 million in AI and are already reporting 139% ROI across efficiency and new service development.
But maturity varies dramatically by region. APAC leads in investment scale, North America reports the strongest returns and Europe remains more cautious.
This validates what we’ve known for a long time:
A single global message is no longer enough.
Telecom messaging must reflect local priorities and proof points.
The Intention-Investment Gap
Here’s where things get even more interesting: 97% of telcos say they should be leading the creation of new digital services, but most of the investment still goes toward efficiency rather than monetization. We’ve called this the “intention–investment gap.”
When it comes to growth, telcos see their biggest opportunities in:
71%
Enterprise
Authentication
69%
Enterprise
Connectivity
67%
IoT Solutions
The vision is clear, but the spending doesn’t always follow. Vendors that can help operators move from efficiency to enterprise revenue will be the ones that stand out.
How Telecom Buyers Actually Discover Vendors
Where the rubber really meets the road is how operators find and evaluate new partners today.
Telcos rely heavily on trusted third-party voices early in the vendor search process: 97% rely on earned media, analyst coverage and industry associations to shape shortlists well before direct engagement begins. Translation? Invest in all three areas or risk falling off the list.
This year introduced a new influence: 14% of operators now use large language models (LLMs) like ChatGPT and Gemini to discover new vendors. To be found in AI-assisted research, your content needs to be structured, authoritative and in the right places.
Once you’re on the right channels, your messages must speak directly to what matters. Because 95% of operators prioritize network efficiency, sharing stories that relay measurable outcomes, cost optimization, automation and return on investment will serve you well.
Why This Research Matters
Telecom buying is changing fast. Operators are influenced by efficiency demands, AI investment, trusted validation and AI-driven research tools.
For vendors, technology alone won’t win. You need visibility, proof and relevance across the channels buyers trust most.
