Validators and Telecompaper investigate mental position of telecom brands

PRESS RELEASE

Validators and Telecompaper investigate mental position of telecom brands

Amsterdam/Houten, February 25, 2026 – Validators and Telecompaper are launching a joint study into the psychological dynamics of the Dutch telecommunications market. Which brands and messages are not only visible in advertisements but also actually come to mind for consumers at the moment they make a choice?

The study centers on Validators’ Share of Content™ methodology. This technique systematically analyzes what telecom brands focus on in their communications. All recent telecom advertisements have been coded using AI to identify themes, target audiences, tone of voice, and underlying messages. This provides insight into the content priorities brands emphasize and how these relate to one another.

Initial results

For example, the first Share of Content analysis shows that 26% of all communications from mobile phone providers revolve around promotions and 19% around price. In other words, nearly half (45%) of all communications are about discounts or special offers.

This makes it all the more remarkable that, when consumers are asked what they consider important when choosing a provider, other factors are just as relevant. For example, network quality and reliability score as high as 90% in terms of relevance, followed by network coverage at 87%. Customer service is close behind at 81%.

The perfect combination

The combination of content analysis and consumer panel data provides a clearer picture of what brands are known for and what they communicate about. By linking communication content to so-called “Category Entry Points,” it becomes clear where brands are gaining ground in consumers’ minds—or, conversely, where they are failing to do so.

The complete results will be published shortly in a series of articles and analyses for professionals in the telecom, marketing, and media industries. The initial findings will be published shortly on Telecompaper.com.

About Telecompaper

Telecompaper is the go-to source for the telecom sector and streaming services. By providing daily news, research, and analysis, Telecompaper helps marketers, strategists, product managers, analysts, and researchers understand the latest developments in the telecom market. www.telecompaper.com