Telcos' innovation strategies have been shown up in a new report, which laments a continued protection of their core business activities. The report from management consultants Arthur D. Little, Match-Maker Ventures and The Telecom Council of Silicon Valley, noted that realising value from innovation remained "elusive". Over two-thirds (67 percent) of telco respondents said that innovation is among their top three strategic priorities, but only 34 said they were satisfied with their innovation activities. The report noted that their approaches were often "shallow" and "scratching the surface". "Observing and mimicking often is the key, instead of true innovative thinking," it said. A desire to protect the status quo and shareholder pressure were two reasons for this, according to the report.