Seventy percent of the service providers polled said time to market is very important, up from 59% in 2008, according to a Coleman Parks Research survey done for Amdocs.
But despite this growing importance, the survey found that there has been little improvement in the average time to market for new products between 2008 and 2011.
In 2008, 67% of service providers said it took six months or less to bring a new product to market, compared with 65% today.
Conducted in February, the research is based on qualitative interviews of 125 senior executives from 50 wireless, 50 wireline and 25 cable service providers in Europe, Latin America, North America and Asia-Pacific.