FORBABY BOOMERS THE WORD “TELECOMMUNICATIONS” MAY CONJURE LANDLINES, ANALOG DESK SETS, AND POSSIBLY EVEN A SHOE PHONE. Meanwhile, Gens X, Y, and Z probably don’t give much thought to the word, if any at all. The difference in perspective exists for many reasons, but the primary one is the fundamental shift in the definition, scope, and impact of telecommunications. This report will explore the brand and marketing opportunities presented by that shift and cite potential scenarios for leveraging it. 2