In 2013 the question of how many women hold senior technology roles should, in theory, have been largely resolved. Yet a benchmark study from Women in Wireless (WiW), conducted in partnership with Telefónica, finds that organisational culture remains a major factor limiting women’s advancement into senior business roles in the wireless and digital media sectors.
Two in three respondents to the survey said that the composition and culture of organisations in these industries hinder women’s progression. Over half (57%) reported that, during the previous 12 months, there were no clear opportunities for advancement within their company, while 44% rated their work-life balance as poor.
The research also uncovered a significant generational divide: 83% of women aged 35–54 believe it is harder for women to progress in wireless and digital media, compared with 65% of women aged 18–34. The high percentages make this gap particularly concerning and point to persistent systemic barriers.
So what changes would make a difference? The report suggests employers could do more than they currently do, but simply offering more training is not enough. Respondents identified mentoring and sponsorship as well as targeted HR programmes for women in leadership as the most valuable measures—42% prioritized mentoring and sponsorship and 40% highlighted leadership-focused HR initiatives.
Other priorities included more flexible working hours (39%), improved corporate culture (30%), and better childcare options (24%). These practical changes, combined with cultural shifts, were seen as the top levers organisations could use to support women’s advancement.
Jennifer Macrae, co-founder of WiW UK and vice president of digital wallet market development at MasterCard, told TelecomsTech that skills such as networking, confidence building, public speaking and negotiation deserve greater attention. “Women are telling us they’re not confident in doing these things, and if they were, it would help drive up the opportunity for them,” Macrae said.
The tech industry has been grappling with public controversies—such as the dismissal of a technology evangelist after she called out allegedly sexist comments at a conference—but Macrae stresses that cultural change takes time. Research like this is helping to highlight the barriers that must be addressed and points toward practical, near-term actions companies can take.
“The reality is that these things take time to change, and as we’ve shown with the survey, it’s probably a combination of things that need to start being changed to really impact that,” Macrae observed. She added that the industry’s rapid growth and evolving opportunities are not yet fully signposted, and improving visibility of career paths is one concrete area where many organisations in the ecosystem could have a positive impact.
Women in Wireless pursues a range of initiatives to create more opportunities for women and promote female leaders across wireless and digital media. These efforts include organising events, recognising role models, and showcasing women making significant contributions within their organisations. As Macrae notes, highlighting success stories and practical role models helps inspire and guide others.
The survey underscores that addressing underrepresentation in senior technical and business roles requires both cultural and structural changes—mentoring and sponsorship programs, targeted leadership development, flexible work policies, and improved childcare support among them. Taken together, these steps can help create a work environment where women have clearer pathways to senior positions and the confidence to pursue them.
How should companies prioritize these interventions, and how quickly can the sector dismantle the barriers women face? The answers will depend on sustained commitment from leadership, thoughtful HR strategies, and active efforts to change corporate culture over time.
Jennifer Macrae will be speaking at Apps World Europe in London on 22–23 October. She will appear on the mobile payments conference track.