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To get into the advertising and content business, Verizon will have to change its relationship with its customers

Digiday

By acquiring AOL and Yahoo, Verizon was setting the stage to get into the content business. But Verizon could be facing an uphill battle as a telecoms company trying to get into the content business, Lucia Moses writes. Charlene Li, a principal analyst at Altimeter, says that Verizon currently represents little more than a monthly bill to most people, and to effectively grow an ad and content business, it will need to change its relationship with its customers: “If they deliver content that’s useful to me, it’s a daily habit on my homepage, then that becomes something that’s really special, that’s relevant to me, and there’s a better chance of transferring that brand identity to its other things,” Li says.

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