Telco Trend Report 2011

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2011 Telecommunication Trend Report

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International brand strategists …

© 2011 Musiol Munzinger Sasserath

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… discussing trends & developments in cutting edge telco markets …


15 brand strategists. 15 countries. 67 brands.

4 © 2011 Musiol Munzinger Sasserath

2007

2010

2009

2008

… for the fifth time since 2007.

2011

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The way to the report:

+ Guest Speakers


+ Excursion to Deutsche Telekom Laboratories

+ Video Interviews

+ Think Tank Sessions

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revival of the net network congestion vs. net neutrality

opening up

humanize connection pushing advertising to pull

trouble shooting entry level offers

enabling to enable

rewarding customers

serving niches

individualised plans

apps are the new social medium

the device is just a device again

telecommunication = human right

social media: from buzz to business

education

nurturing developers

interactive experience

cloud buzz

ANDROID

HUAWEI

4G

operating systems

cross-industry partnerships

thinking community

emotional manifestations

cloud moves into mainstream

TRENDS

hot

hot

hot

hot

hot

hot

hot


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



TRENDS

hot

hot

hot

hot

hot

hot

hot

TELCOS & IDENTITY


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Source: bbc.co.uk

Source: online.wsj.com

Source: Tagesanzeiger

Some huge brands are struggling in the highly competitive telco business, which is increasingly influenced by apps and content.

Source: turkcellmedya.com

Source: telekom.de

Source: tabletis.com

However, there is a great potential to redefine the business and the role of telco companies in society.

Source: laboratories.telekom.com

Source: bluevia.com

Source: smart-connect.de, www.connected-living.org

Source: t-mobile.de

To be capable of redefining the business, telcos have started to open up e.g., by nurturing entrepreneurs, or by setting up platforms that aid open development. Telcos are also opening up by seeking cross-industrial partnerships to provide holistic solutions. Both can make the benefit of telecommunication more relevant and tangible.

TELCOS & IDENTITY


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



TRENDS

hot

hot

hot

hot

hot

hot

hot

TELCOS & COMMUNICATIONS


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TELCOS & COMMUNI- CATIONS

In terms of communications, telcos are opening up by integrating real people and their content …

Source: telekom.com

Source: youtube.com/vodafoneplayground

Source: youtube.com/movistar

Source: youtube.com/user/lifesforsharing

… thus bringing the brand idea to life and making it a spectacular experience.

Source: airtel.in Source: movistar.es Source: yatirimci.turkcell.com.tr

Following Deutsche Telekom’s Life’s for sharing idea, market leaders worldwide detach from technological messages and put ‘connecting people’ in a human context.


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



TRENDS

hot

hot

hot

hot

hot

hot

hot

TELCOS & BUSINESS


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The democratization of technology is leading to a revival of the net. Telcos all across the world claim to have the best.

At the same time, telcos need to find solutions that tackle the increasing network congestion. This eventually leads to the question of net neutrality.

TELCOS & BUSINESS

Slowly the cloud is moving into mainstream. First cloud products come with rather modest functionality, but the business/innovation potential is huge.

Source: apple.com

Source: teknoloji.tv Source: att.com

Source: france24.com

Source: singtel.com

Source: horizont.net Source: dailymail.co.uk


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



TRENDS

hot

hot

hot

hot

hot

hot

hot

DEVICES & APPS


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Source: drei.at Source: youtube.com/user/ShareATT

Source: guardian.co.uk Source: handyortung.info

Smartphones are more popular than ever and finally, thanks to entry level brands like Huawei, available for the masses.

Regardless of the smartphone hype, there is a clear trend away from the device towards operating systems, apps and cloud services.

Telcos take the app business seriously. Not only by integrating them in their promotional activities, but also by seeking strategies to make money in the app development market.

Source: wahwah.fm

Source: telekom.de

Source: facebook.com/#!/wired

Source:apple.com

Source: wacapps.net

DEVICES & APPS


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



TRENDS

hot

hot

hot

hot

hot

hot

hot

TELCOS & SOCIAL MEDIA


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TELCOS & SOCIAL WEB

Source: facebook.com/giffgaffmobile

Source: facebook.com/O2surfstick

Source: twitter.com/orangebusiness Source: o2fanclub.co.uk

Telcos have rapidly integrated social media in all of their business processes such as sales, product promotion, internal communication and customer service.

Source:twitter.com/#!/tnchallenge

Source: youtube.com/vodafoneit

Source: thefeed.orange.co.uk

Increasingly, social media channels are used by telcos to leverage ad campaigns by generating buzz and making them interactive.

From push to pull: ‘Webisodes’ have been discovered as powerful alternatives or additions to traditional TV ads.

Source: facebook.com/TMobileAustria

Social media are increasingly used as instant feedback channels, e.g., for polls and ratings.

Besides, social media have turned out to be powerful as trouble-shooting and monitoring tools.

Source: technolog.msnbc.msn.com

Source: facebook.com/att

Source: facebook.com/TMobileAustria © 2011 Musiol Munzinger Sasserath

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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



TRENDS

hot

hot

hot

hot

hot

hot

hot TELCOS & PEOPLE


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Source: blog.rightmobilephone.co.uk

Source: t-mobile.at

Source: vodafone.ie

Source: singtel.com

Not quite individualised, but tailored to specific needs: niche targeting is constantly gaining relevance. Farmers and elderly people are attractive target groups.

Existing customers benefit from a growing number of increasingly sophisticated reward schemes and loyalty programs.

The flexibility of tariffs has been taken to the next level: the individualisation of plans.

Source: http://www.youtube.com/user/orangeCH1

TELCOS & PEOPLE

Source: ciftcikulubu.com


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



TRENDS

hot

hot

hot

hot

hot

hot

hot

TELCOS & SOCIETY


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TELCOS & SOCIETY

Source: o2learn.co.uk

Source: berlin.piratenpartei.de

Source: techcrunch.com

Source: o2thinkbig.co.uk

‘Enabling to enable’ is an interesting new way to become more meaningful and to make a change for the better.

Telecommunication is climbing up the political agenda. As network providers, telcos are at the heart of this movement.

In a world where knowledge is increasingly based on the internet and devices that give access to it, telcos & education are a dream team.

Source: donanimhaber.com

Source: turkiyeyedeger.com.tr


21 Source: Presentation Christoph Bornschein, TLGG

What are the challenges for telco companies?


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



hot

hot

hot

hot

hot

hot

hot open up!

give back! create new value!

seize the cloud opportunity!

CHALLENGES


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



hot

hot

hot

hot

hot

hot

hot open up!

CHALLENGES


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Open up. … keeping pace with the rapidly changing environment.

Nina Reicke Partner Musiol Munzinger Sasserath, Berlin

“Opening up is a very fundamental challenge for telcos. It’s more than starting a customer dialogue. It’s changing the way you do business.”

CHALLENGES

open up! “From competition to collaboration, from imprisoning customers in closed ecosystems to providing an open platform like Android.”

“It’s a whole new mindset with wide implications on business models and organisational structures. But it’s the only way to keep pace with the rapidly changing environment.”


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Source: laboratories.telekom.com

Source: wired.com

Source: favelafabric.nl

CHALLENGES

open up!

Source: wired.com

… fostering start-ups and entrepreneurs.

… leaving the ‘closed-system’ mindset behind.

… implementing an ongoing dialogue with people.


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



hot

hot

hot

hot

hot

hot

hot

give back! CHALLENGES


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Marc Sasserath Founder Musiol Munzinger Sasserath, Berlin

Francesco Gatti Contact Director, Republic Advertising, Milan

CHALLENGES

“Corporate Social Responsibility will remain a very relevant issue. However, in the future, real empowerment will mean enabling people to help themselves and make a difference on a more personal, local level.”

give back!

“Telcos should ask society, consumers, universities or business partners to cooperate with them. There is an incredible synergy between telecommunications and all kinds of education as education is more and more dependent on the access to the internet and connection in general.”


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CHALLENGES

Source: o2thinkbig.co.uk

Source: berlin.piratenpartei.de

… enabling to enable.

… providing access to knowledge, sharing it and contributing to education.

Source: facebook.com/att

give back!

Source: turkiyeyedeger.com.tr

… treating telecommunication as a human right.

Source: donanimhaber.com


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opening up



enabling to enable

rewarding customers

serving niches






education



cloud buzz

ANDROID

HUAWEI

4G

operating systems


thinking community



hot

hot

hot

hot

hot

hot

hot

create new value! seize the cloud opportunity!

CHALLENGES


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CHALLENGES


create new value! “In this technologically shaped sector, we often do not know what we want or what we would need, but as people we are ready for anything. When some new technology is thrown at us, we suddenly act as if we cannot live without it.”

Subbu Subramanyeswar National Planning Director Lowe Lintas, Mumbai

“That is why the challenge is on the developers, to come up with new technology and to create new things that help us make our lives better.”


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CHALLENGES

Source: upc-cablecom.ch

Source: bestmediainfo.com

Source: vodafone-lte.de/vormerken

… making net quality and its benefit visible and tangible.

Source: kampanyaburda.com, nfcworld.com

Source: teltarif.de

… driving technological change.

create new value!

Source: smart-connect.de, www.connected-living.org

… establishing cross-industrial partnerships.



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Source appleblogz.com

… making it social.

Source: youtube.com/user/tmobileat

… making it safe.

Source: wuala.com

… presenting YOUR NET as THE ESSENTIAL infrastructure for the cloud. Source: google.com

… delivering a user-friendly access to the cloud.

CHALLENGES

… making it personal.


create new value!

Source: att.com


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For more information and the full 2011 Telco Trend Report please contact:

Nina Reicke [email protected]

Anita Lotterschmid [email protected]

Rosenstraße 18, D-10178 Berlin T +49 30 77 90 777 70 F +49 30 77 90 777 99

Musiol Munzinger Sasserath

Gesellschaft für umsetzungsorientierte

Markenberatung und Markenentwicklung mbH


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The Berlin Telco Summit is organized and hosted by the Berlin-based brand consultancy Musiol Munzinger Sasserath. It took place for the fifth time on the 15th and 16th of September 2011. The idea of the summit is to connect and exchange the knowledge within agencies and consultancies, who have substantial experience in the telecommunication industry.

Musiol Munzinger Sasserath was founded in 2008 as an independent brand consultancy in Berlin. We are there to help making ambitious brands better. Better in connecting with people. Better in communications. Better in identifying opportunities. Better in organizational terms. Better in cultural terms. Better in business terms. Some of the clients we work for: Volkswagen, Intel, Lidl, Commerzbank, Telecom Italia, betterplace.org, FC St. Pauli. www.musiolmunzingersasserath.com


Gesellschaft für umsetzungsorientierte Markenberatung und Markenentwicklung mbH

Rosenstraße 18 D-10178 Berlin

T +49 30.7790777-70 F +49 30.7790777-99

[email protected] www.musiolmunzingersasserath.com

Any exploitation of the firm's presentation is prohibited except after previous written permission by the firm. This also and in particular applies to elements of the firm's presentation not being protected by special legal rights, in particular by copyright.

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Telco Trend Report 2011