Find the open door

Rural Telecommunications, May-June, 2006 by Kevin McGuire

My father has spent more than 40 years in the telecommunications industry, and in that time, he has seen many changes. Nearing retirement, he often remarks at how different the industry has become. I started my career in 1993, working for Hancock Telecom (Maxwell, Ind.) while attending college, and I felt that the industry was on the cusp of some great things. But neither my father's sage advice, nor my youthful optimism, could have prepared me for what was to come.

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Every facet of the industry has undergone significant change in recent years. From the Telecommunications Act of 1996 and its possible rewrite, to SBC's purchase of AT&T (and now possibly Bell South), the dynamics have been unprecedented. Some of the legislation currently being considered will have ramifications unlike any in the past. Technology is evolving at a phenomenal rate. The only constant in our industry is change.

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I believe that the most profound, and the most important, changes you face relates to technology. We've come a long way since Alexander Graham Bell patented the telephone in 1876. No doubt he would have been envious of what was to become of his invention.

Rural telcos have transformed themselves into so much more than phone companies. You are now broadband companies, enabling your users to have access to a variety of information sources, including voice, video and data. You are technology pioneers, pushing high-speed fiber optics deeper into your networks--even directly to the customer premises. I applaud each of you for embracing these new technologies, but hold on tight--some of the greatest advances in technology are yet to come.

Even with this knowledge in hand, the truth is that the future is unknown, and no one has a crystal ball. Remember that you also are unique. Even though a solution may have worked well, for example, in Maxwell, Ind., it may not be practical in your service territory. The critical exercise is to arm yourself with data, so you can make informed decisions. Talk with fellow phone companies. Learn from their mistakes and successes. You and your staff should attend educational conferences to keep abreast of the latest changes and information on future trends. Finally, read as much as you can from a variety of sources, including online and print. By educating yourself and your staff, you can help to take some of the risk out of these critical decisions.

One of the biggest challenges you will face is the concept of "analysis paralysis." With so much change and so much uncertainty, how can you be sure that you are making the right decision? While working on my master's degree in business administration, I had a chance to hear Frank Popoff, former CEO of Dow Chemicals, discuss this subject. He stated that every day someone would urge him to wait to produce a chemical because, if allowed more time, he could make it better. Popoff went on to explain that he eventually had to make a decision, or else Dow never would have had a product to sell.

As the newly appointed NTCA vice president of business & technology, I feel strongly that part of our mission is to expose rural telcos to information that they can use in the decision-making process. The uncertainty of the future makes it difficult for all of us, but together we can weather any storm. Alexander Graham Bell may have said it best: "When one door closes, another door opens; but we often look so long and so regretfully upon the closed door that we do not see the ones which open for us." Let's always help each other find that open door.

Kevin McGuire, Vice President, Business & Technology, NTCA, kmcguire@ntca.org