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http://tinyurl.com/ldlw8x Power is shifting, as social media and mobile communication merge. Web 2.0 and its impact on telecommunication was the most discussed topic at this year’s Berlin Telco Summit. Social media has become a massive movement and are fundamentally changing the way people communicate with one another. This development, naturally, has an impact on the telecommunication industry. Understanding Web 2.0 and learning how to connect with people in meaningful ways will be the major challenges for telecommunication brands for years to come. The participants of this year’s summit – 17 brand and communication strategists from 11 countries – identified three major trends, all of which are indicating a shift of power and values on various levels: Telecommunication, and nowadays also social media, are important agents for social and economic change. They accelerate the empowerment of disadvantaged people, relieve the impact of social change, level social inequalities and provide a platform for all kinds of political activism, encouraging people worldwide to actively participate in politics and nation building and giving people in non-democratic countries a chance to voice their opinion and join forces. Telecommunication and social media will become even more powerful – especially in emerging markets – as they are merging. Brands like Nokia have understood the power of this change, and are very successful in developing devices and services targeted at emerging markets. In rapidly “connecting” countries like India, which is adding 10 million new mobile phone connections each month, the consequences of this change is impressive. Mobile telecommunication is leap-frogging the underprivileged parts of the population into a brighter future, and is even helping to uncaste the society. Many telecommunication providers are not very much liked – due to big egos. Many telecommunication companies, some of them with amazingly big egos – especially former monopolists, struggle to find their role in today’s competitive commodity market – as providers, enablers and innovators. As a result they are falling behind other, more innovative players (hardware manufacturers, software developers etc.), who are increasingly invading their territory by offering innovative solutions, applications and services. An example for this is Layar, the world’s first augmented reality browser, which was developed by Dutch software developers sprxmobile, and Apple, who is redefining the traditional business model of mobile telecommunication. Little understanding and literacy of Web 2.0: Understanding the rules of Web 2.0, and playing an active part in it, proves to be a huge challenge for companies from all types of industries, not only those rooted in telecommunication. While being powerful and present in the real world, they are comparatively weak in the social web – despite their expertise in helping people connect. People talk to other people using social media, thus brands need to find their very specific role in this – without intruding peoples’ private conversations. These trends result in two major challenges for the telecommunication industry: Telecommunication companies should consider and understand their role as experts in life improvement, helpers and enablers: Making an effort to understand people – their motives, worries, desires and hopes – as well as to understand the culture with regard to communication, Telco brands will acquire valuable knowledge and insights to develop processes, technologies, products and services that help people in times of crisis and in their everyday life. This may also will also help to build relationships of trust and maybe even love. Let actions speak. Many Telco brands have made a huge effort to build their brands. However, this effort should be at least met, if not exceeded, by attractive products and services. Such as innovative tariffs, service in
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2009BERLINTELCOSUMMIT2009BERLINTELCOSUMMIT
PowerShi*
2009Telecommunica5onTrendReport Summary
BETA
2009BERLINTELCOSUMMIT
Poweris shi*ing,associalmediaandmobilecommunica5on merge.
2009BERLINTELCOSUMMIT
Agentofsocialchange
Alarmingchangesinbehaviour
Web2.0=threattoevil
Web2.0+telcorelieveimpactofchanges
Telcobrandsarenotloved
Telcobrandsarenottrusted
Wrongself‐imageandconcept
Bigego
Peopletalktopeople,notbrands
Telcobrands≠friends
LiClemasteryofWeb2.0
Financialcrisis=liLleimpact
(1.Telecommunica/on&Society)
(2.Telecommunica/onProviders&People)
(3.Telecommunica/onProviders&Web2.0)
(5.TheiPhone)Isnotsuccessfuleverywhere
Isincredible&successful
Isover‐es5matedToomanybarriers
Loyaltyprogrammeswillcome
(4.Telecommunica/onProviders&theirBusiness)MobileMarkePngwill
breakthroughFamilyisthenewtargetgroup
BlackBerryisthesmartersmartphone
Nokiaisincredibleinunderstandingemergingmarkets
Applica5onsbasedongeographic
posi5on
(6.Hotdevices,brands&
applica/ons)
hot
HTC
hot
hot
hot
hot
hot
hot
hot
hot
Trends&Observa5ons
2009BERLINTELCOSUMMIT
1.TelecommunicaPon&Society
Agentofsocialchange
Alarmingchangesinbehaviour
Web2.0=threattoevil
Web2.0+telcorelieveimpactofchanges
Thewebandsocialmediaplayedanimportantroleduringthisyear’sprotestsfollowingtheelecPonsinIran.Thisculminatedinthebroadcastofthesocalled“Neda‐Video”,showingayoungprotestorbeingshot.ThefilmwasfirstdistributedviaFacebookandTwiLer.
60%ofBlackBerryownersinAsiachecktheire‐mailsinbed.
Formigrantworkers,mobilesaren’tjustphones.Theythumbthroughtheimagestoremembertheirlovedonesormomentswhentheyweren’tstressedout,it’stheirmusicplayer,it’samul5‐purposeentertainmentsystem.
Image:KenBanks,kiwanja.net
InIndia,10millionphoneconnec5onsaresoldeverymonth.Thatis14,000everyhour.MobilephonesinIndiaareagreatweaponto‘uncaste’thecountryastheyareliterallyforeverybody–irrespecPveofage,gender,culturalbackground,wealth,incomeorhierarchicalposiPon.
„Theyempoweredwomen,empoweredfarmers,empoweredbluecollared,helpedpeopletobecomeopenandexpressive.“SubbuSubramanyeswar,HeadofPlanning,PublicisAmbience,Mumbai
2009BERLINTELCOSUMMIT
2.TelecommunicaPonProviders&People
Source:MusiolMunzingerSasserath,TrustinTimesofCrisis,2008,n=1000
Pleaseindicate,howmuchyoutrustrepresentaPvesofthefollowingindustries.Onascalefrom1to5:1=verymuch,5=notatall
Telcobrandsarenottrusted
Source:hLp://www.brandtags.net/
Telcobrandsarenotloved
Wrongself‐imageandconcept
Bigego
MosttelecommunicaPoncompaniesareneitherliked,nortrusted.However,insteadofaddressingthisproblem,theyaretryingtomakefriendsonfacebook.
2009BERLINTELCOSUMMIT
3.TelecommunicaPonProviders&Web2.0
Peopletalktopeople,notbrands
Telcobrands≠friends
LiClemasteryofWeb2.0
InGermany,Vodafone’sspectacularWeb2.0relaunchcampaignwasheavilycriPcized,notonlybythewholeadverPsing,markePngandinternetindustry.
InSwitzerland,sameproblemwiththeOrangeMessenger:Only1.300downloadsinthepast6months.
InSpain,Telefonicainvestedheavilyinitsownsocialnetwork“keteke”–only30.000membershavejoinedsofar(comparedto5milliononFacebook).
2009BERLINTELCOSUMMIT
4.TelecommunicaPonProviders&theirBusiness
Loyaltyprogrammeswillcome
MobileMarkePngwillbreakthroughFamilyisthenewtargetgroup
Talk&fly:inSpain,foreveryEurospentoncallsandmessagespepephonecustomersarecreditedwithoneEurotobeusedonAirEuropefFlights.
InItaly,theoilandfuelcompanyERGsellsSIMcardsthatcanbeusedbothformakingcallsandrefuelling.Spendingacertainamountoncallsgivesyoucredittorefuelandviceversa.
DeutscheTelekomoffersaflatrateforfamilies.
geWngsisanewservicebyGermanmobilephoneproviderE‐plus.Customersreceivefreeminutes,textmessagesormoneyinreturnforsubscribingtomobileads.
VodafoneMyCampaignofferscost‐effecPvelocalmobilecampaignsforsmallandmediumsizedcompanies.
IntheU.S.,VerizonHubturnsyourhomeintoavirtualcommunicaPoncentre.WiththeHubyoucancommunicatewithyourfamilyandmanageday‐to‐dayacPviPes,allfromoneconvenientdevice.
TosupportthelaunchofthreefamilyproductsintheUK,O2hiredaformerjournalisttoblogabouthowtechnologyishelpingherlifeasabusymum.
2009BERLINTELCOSUMMIT
5.TheiPhone
Isnotsuccessfuleverywhere
Isincredible&successful
Isover‐es5mated
Toomanybarriers
ThoughitalreadyhasbeencopiedmanyPmes,theAppstoreissPllthebestplaceforapplica5onsandservicesformobiledevices.
TheiPhoneopenedanewbusinesscategory.Mostotherbrandsaretryingtocopy–mostofthemhaven’tcreatedanybuzzyet.
Inmanycountries,thereisonlyoneproviderwhichexclusivelyofferstheiPhoneforcontractcustomers.
InJapan,theiPhoneissellingpoorlyforvariousreasons:highmonthlydataplansthatgowithit,itsabsenceoffeatures,thelow‐qualitycamera,theunfashionabledesign,thelackofakeyboardforeasytexPngandthefactthatit’snotJapanese.
2009BERLINTELCOSUMMIT
6.Hotdevices,brands&applicaPons
BlackBerryisthesmartersmartphone
Nokiaisincredibleinunderstandingemergingmarkets
Applica5onsbasedongeographicposi5on
HTC
NokiaLifeTools:arangeofinnovaPveagri‐culturalinformaPonandeducaPonservicesdesignedespeciallyforruralandsmalltowncommuniPesinemergingmarkets.
„In2002,NokiaunveiledastrategytolowerthecostofowningandoperaPngamobilephoneandtobringthebenefitsofmobiletelephonytopeopleinemergingmarkets.“RobertAndersson,ExecuPveVicePresident,Devices,Nokia.
„Butforthefirsthalfofthisyear,BlackBerryCurveoutsoldtheiPhone,makingitthebestsellingconsumersmartphoneintheU.S.“Fortune
Inthelastthreeyears,RIM’smarketshareinsmartphonesgrewfrom7%to20%.)ResearchinMoPonhad77%averagesalesgrowthoverthelastthreeyears.Source:hLp://www.cnbc.com/id/32447065
HTCcametoUKviaVodafone,posiPoningitselfasanextgeneraPon,progressivehandsetdeveloper,firmlyatthesmartphoneendofthemarket.
U.S.VerizonWireless–ChaperoneLoca5onService:allowsuserstolocatetheirfamilymember’sChaperoneChildphonefromtheirChaperoneParentphoneortheChaperoneWebsite‐inrealPme,atanyPme.
2009BERLINTELCOSUMMIT
(5.TheiPhone)Isnotsuccessfuleverywhere
Isover‐es5matedToomanybarriers
BlackBerryisthesmartersmartphone
Nokiaisincredibleinunderstandingemergingmarkets
Applica5onsbasedongeographic
posi5on
(6.Hotdevices,brands&
applica/ons)
hot
hot
hot
Peopletalktopeople,notbrands
Telcobrands≠friends
LiClemasteryofWeb2.0
(3.Telecommunica/onProviders&Web2.0)
hot
Telcobrandsarenotloved
Telcobrandsarenottrusted
Wrongself‐imageandconcept
Bigego
(2.Telecommunica/onProviders&People)
hot
hot
Agentofsocialchange
Alarmingchangesinbehaviour
Web2.0=threattoevil
Web2.0+telcorelieveimpactofchanges
hot
hot
hot
(1.Telecommunica/on&Society)
HTC
Loyaltyprogrammeswillcome
(4.Telecommunica/onProviders&theirBusiness)MobileMarkePngwill
breakthroughFamilyisthenewtargetgroup
Financialcrisis=liLleimpact
“Recentresearchshowedthatwhentheincomeisdecreasing,thebroadbandinternetconnecPonisthelastthingpeoplegiveup.“Anne‐MariedenHertog,arcLeoBurneL,Amsterdam
„TelecommunicaPonhasbecomeabasicneedandthereforeisrelaPvelyuntouchedbythefinancialcrisis.“GertjanHaramp,Publicis,Amsterdam
ThefinancialcrisisdoesnothaveamajorimpactonthetelecommunicaPonindustry,butmayhaveincreasedthetendencytocompeteonprice.
„Price,price,price...Telcoshavelosttheopportunitytobuildontrust/love/empathy,nowit'sbacktomoneyasdisposableincomeofindividualskeepsdecreasing.“TomasNavarro,PublicisDialog,Madrid„Adesperateeffortontelcocompaniesto
gainshareviaprice,free...,morethan...,willgiveyou....etc..“Juan‐CarlosTapiaPublicis,MexicoCity
TelecommunicaPonisabasicnecessity,thereforethelastthingpeoplecutback.
However,thecrisisleadtoanincreaseinpricecompe55on.
2009BERLINTELCOSUMMIT
Understandingpeople
ImproveCustomer‐Centricity
Understandingculture
Improveproducts,notjustimage
Moreinnova5onatPOS
Moreinnova5oninfixedline
Mobilepayment
Beingahelperandenabler,notafriend
hot
hot
hot
(1.WhatcanTelcosimprovein?)
(2.Howdotheyneedtochange?)Understanding
Web2.0
ChallengesfortheTelecommunica5onIndustry
2009BERLINTELCOSUMMIT
1.WhatcanTelcosimprovein?
ImproveCustomer‐Centricity
Improveproducts,notjustimage
Moreinnova5onatPOS
Moreinnova5oninfixedline
Mobilepayment
„Ourrobotshavere5red.Whenyouspeaktous,youspeaktorealpeople.“O2respondstooneofthemostfrustraPngcustomerexperiences–youcannotgetholdofarealpersonwhenyoucalltheserviceline.
ThenewtarifflaunchedinGermanyisamixtureofapayasyougotariffwhichautomaPcallyturnsintoaflatrateonceacertainamounthasbeenspent(60€–thoughlimitedtonaPonalcalls).
EmbracingVoIPlike3.
2009BERLINTELCOSUMMIT
2.Howdotheyneedtochange?
UnderstandingpeopleUnderstandingculture
Beingahelperandenabler,notafriend
UnderstandingWeb2.0
DormitoryIdolwasasingingcontestandoneofaseriesofmarkePngacPviPesstagedbySingtelinSingaporedirectedatforeignworkers.
FollowingtheearthquakesinSichuanon12thMay,2008,China’smajormobilephoneserviceproviders,ChinaMobileandChinaUnicom,setupspecialbonusplansfortheaffectedareasandautomaPcallyaddedcredittoanyoneaffectedpersonally.
400dancersinLiverpoolstreetSta5on.13,500singingkaraokeinTrafalgarSquare.TheT‐MobileYouTubeChannelistheUK’ssecondmostsubscribed‐tochannelever.
HimobilelaunchedacampaignviaHyves,theDutchequivalenttofacebook,topromotestayingintouchwithyourfriendsviaSMSregularlyandavoidbecominga“youknowwho”‐Someoneyouknow,butdonotrememberthenameof.
2009BERLINTELCOSUMMIT
Power Shi*
FormoreinformaPonandthefull2009TelecommunicaPonTrendReportpleasecontact
MUSIOLMUNZINGERSASSERATHGesellschaxfürumsetzungsorienPerteMarkenberatungundMarkenentwicklungmbH
Rosenstraße18,D‐10178Berlin
T+4930.7790777‐82F+4930.7790777‐99
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