We often assume if something is different, it must not be as good. It challenges our internal system of what's OK and what makes us feel safe. But no one was ever successful in business by being safe. Differences set you apart. They get you noticed.
Most customers perceive telecommunications providers to be the same when it comes to technology.
The more your company can stand out from the crowd, the better off you will be. Yet many rural telcos still aren't making an effort to differentiate themselves in the marketplace. Every company has access to the same tools for success. But to successfully differentiate your company you need to create unique solutions for your customers. But you also must define your company's values and clarify its mission.