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Edition: U.S. Article Comments (0) Technology Apple-Samsung battle may spur supplier shakeup Einhorn dumps Yahoo stake after Alipay dispute Exclusive: WikiLeaks loses Icelandic financial lifeline Social games firm DeNA seeks aquisitions Google's Schmidt sees room for many social networks Elpida to raise $990 million for new chips Verizon crunches numbers for you — or tries to Video: Microsoft taps student innovation More technology news Follow Reuters Facebook Twitter RSS YouTube Read Exclusive: EU calls emergency meeting as crisis stalks Italy 10 Jul 2011 Riders shocked after Tour de France carnage 7:40am EDT Scientists find first superbug strain of gonorrhea 4:35am EDT 12 killed in blast at Cyprus navy base 11:28am EDT Obama wants largest possible deal in debt talks | 11:54am EDT Discussed 102 Jury resumes deliberations in Casey Anthony murder trial 89 Asia pollution blamed for halt in warming: study 64 Obama faces new obstacles in high-stakes debt talks Watched Royal humor ahead of Polo match Sat, Jul 9 2011 William and Kate take Hollywood by storm Sat, Jul 9 2011 Obama aiming for big debt deal Sun, Jul 10 2011 Telco managers admit being out of touch with customers: study Tweet Share this Email Print Factbox Factbox: Advertisers drop Murdoch paper over hacking claims Thu, Jul 7 2011 Related News Samsung quarterly profit falls as weak LCDs overshadow mobiles Thu, Jul 7 2011 Fireworks wrap up Wall Street's best week in 2 years Fri, Jul 1 2011 Microsoft rolls out Office in the cloud Tue, Jun 28 2011 Special Report: A little house of secrets on the Great Plains Tue, Jun 28 2011 Analysis & Opinion Tech wrap: New effort underway in Internet piracy fight Verizon Wireless crunches numbers for you — or tries to Related Topics Technology » FRANKFURT | Mon Jul 11, 2011 11:48am EDT FRANKFURT (Reuters) - Telecom network operators acknowledged they are out of touch with customers' wants and are struggling to keep up with user expectations, a survey of industry executives found. In a global online study published on Monday, 68 percent said their "traditional corporate mindset was out of sync with new forms of service" and 81 percent struggle to launch new services quickly and efficiently, leaving the field wide open for smaller, more nimble new competitors. The study -- conducted by California-based Chief Marketing Officer (CMO) Council and sponsored by telecom software company Openet -- surveyed 212 senior professionals representing marketing and technology functions at global operators and communications providers, including managers at AT&T, Deutsche Telekom, Telefonica O2 and Vodacom. "We are at a pivot point in our industry," said Michael Manzo, chief marketing officer at Openet. "Operators are under siege from new competitors, yet their ability to seize strategic opportunities is being impeded by integration and legacy issues." Telecom operators have been successful in adjusting prices and offers for voice calls and text messages but have been slow to tap into customer data to tailor their offers to new habits and demands driven by smart phones and tablets. Operators' unparalleled access to people's data usage is a potential gold mine as operators could delve into the intimacies of customers' lives -- which websites they view, where they shop, their social and political views --- something Google has taken advantage of to allow advertisers to reach target audiences for example. Only 14 percent of those questioned in the study reported they have a good handle on real-time usage and activity of their customers, whereas the rest rely on historic data more heavily, the study found. However, should operators and service providers manage to fulfill customer demands, 94 percent said they expect to see potentially higher revenue and over half of those surveyed anticipate a more than 10 percent increase in sales. (Reporting by Nicola Leske; Editing by David Holmes) Technology Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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