Asia-Pacific incumbents are developing new media strategies. This has placed new demands on these operators, such as content acquisition and content management, media marketing and even content production. In this report, we examine how some incumbents in the region are managing these challenges.

• Key messages
• The role of media in incumbent telco strategy
• There is no alternative for incumbents
• Current strategies
• Strategic options
• Production crew
• Supporting cast
• Leading star
• Operator positioning
• Marketing and branding
• Telstra
• PCCW
• Telecom New Zealand
• Consumer and business markets
• Structure and staffing
• Telstra
• PCCW
• Telecom New Zealand
• Prospects for success