Telco Trends 2010 - Berlin Telco Summit

2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath

telcwho?

2010BERLINTELCOSUMMIT

2010TelecommunicaEonTrendReport

©byMusiolMunzingerSasserath


19telcobrand&communicaEonstrategistsfromaroundtheglobe…

GERMANYIUKISPAINIITALYIINDIASINGAPOREIMEXICOISWITZERLANDTURKEYINETHERLANDSIPOLAND



…discussingTrends

Developments

15Markets*

CuZng‐edgeIdeas

in

&

&

*MALAYSIAIGERMANYIUKISPAINIITALYISINGAPOREICHINAIMEXICOIPOLANDPHILIPPINESIINDIAIINDONESIAITURKEYINETHERLANDSISWITZERLAND



Thewaytothereport.

NewMorecollaboraEon!ThinkTankSessions!



networkcongesEon

consumersinpowergiffgaff

tailoredtariffs

(co‐creaEon)

morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon

ofsmartphonesresponsibility

privacyisbecomingamajorissue

socialmedia2.0integraEoninbusiness

processessocialmediaphonesbecomestandard

thedownsideofsocialmediaAppleasgatekeeper

businesscustomers=humanbeings

B‐to‐B

lackofcreaEvity

improvingthebasicsloyaltyprogrammes

networkquality

tabletPCs

locaEon‐basedservices&devices

mobilesasshopping&sellingdevices

femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

hot

lackofmeaning

long‐tail/nichetargeEng

CHAPTERS

6

Telcos&People

Devices&Apps

Telcos&Society

Telcos&Business

Telcos&IdenEty

Telcos&SocialWeb


networkcongesEon


tailoredtariffs








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


TRENDS&OBSERVATIONS

7

(co‐creaEon)


networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


TELCOS&PEOPLE

8

hot


TAILOREDTARIFFS

Source:Base.de

9

Source:andywillwechseln.de

Source:contagiousmagazine.com Source:GiffgafflaunchesnewmarkeEngcampaign,mobiletoday.co.uk

Source:maxis.com.my

Atleast,therearesomeexcepEons:IntheUK,O2launchedanewbrandcalledgiffgaff,whichisrunbyitsownmembers.AndinGermany,Telekomsetupa“StreetLab”inBerlinNeukölln,adistrictwithahighpercentageofTurkishandArabicresidents,andindailychangingworkshopsinvitedkidsto“playwiththefuture.”

Consumersturnintoco‐creators...Really?Co‐creaEonisopensElllimitedtoadverEsingandcommunicaEon.

(CO‐CREATION)

Consumersareabletocreatetheirowntariffsbasedupontheirindividualneeds.Andincreasinglytheyarenotboundtominimumfeesortermsanymore.

DEMOCRATIZATIONOFSMARTPHONES

Source:myesia.com

Smartphonesconquertheworldand(almost)everybodycangetone.

Source:Base.de

Source:mumbai.mtnl.net.in

Sources:laboratories.telekom.com,4010.com

TELCOS&PEOPLE


networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnershipshot

hot

hot

hot

hot

hot

hot

lackofmeaning


TELCOS&IDENTITY

10

hot


SomebigTelcoshavesimplifiedtheirbrandarchitecture,focussingontheirmainbrands.

11

Source:telekom.com Source:telefonica.com

Source:o2online.de

PriceissEllverydominantinmanymarkets,“free”,“graEs”andbonusesaresEllimportantcommunicaEonvalues.

LackofcreaEvity?Intermsofstructuring&communicaEngpricesandtariffs,thereareveryfewinspiringexamples.

FOCUSONFUNCTIONALVALUES

Source:info.singtel.com/personalSource:telcel.com

Source:o2online.de

Source:orange.pl

BRANDARCHITECTURE

LACKOFCREATIVITY

TELCOS&IDENTITY


networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


TELCOS&SOCIALWEB

12


APPLEASGATEKEEPER

Source:digital‐employer‐branding.de

INTEGRATIONINBUSINESSPROCESSES

TelcoshavestartedtointegrateSocialMediaintheirbusinessprocesses,creaEngusefulservicesfortheircustomers(e.g.quick&easycustomersupportandrecruitment)

13

Source:twiter.com

Source:wired.com

Apple–geniusenablerorpuritangatekeeper?InJune2010,ApplehittheheadlinesaperbanningacomicbookversionofUlysses–intendedasanappfortheiPad–becauseofadrawingofunclothedhumanbreasts.

Source:de‐bug.de

SocialMediaisnotonlyanagentforsocialandeconomicchangeintheworldbutalsoapowerfultoolfortheevil:e.g.NorthKorea,IranandVenezuelahavestarteduElizingitfortheirpurposesalready.

THEDOWNSIDEOFSOCIALMEDIA

Source:spiegel.de

TELCOS&SOCIALWEB


networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


TELCOS&SOCIETY

14


InGermany,DeutschePostlaunchedabigcampaign,promoEnganewservice–theE‐Postbrief–whichallowsforthesafedigitaltransmissionofconfidenEaldata.

15

Source:hyves.nl/acEe/stanislav

Source:ideacellular.com/IDEA.portal

Source:epost.de

OnlyveryfewCSRacEviEesofTelcosareperceivedasmeaningful.PosiEveexamplesareTelekominGermanyandthebrandIdeainIndia,whichaddresssubjectssuchas‘environment’or‘health’thatarerelevantforsociety.

Privacyisbecomingabigissueinsomemarkets:TheDutchMinistryofJusEcelaunchedaviralcampaigntomakepeopleawareofcybercriminals.

Source:millionen‐fangen‐an.de

RESPONSIBILITY

PRIVACY

TELCOS&SOCIETY


networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

lackofmeaning


TELCOS&BUSINESS

16

hot

hot

hot


Source:telekom.de/geschaepskunden

Source:business.singtel.com/onestop

Source:t‐mobile.nl

17

Source:mashable.com

Source:thenextweb.com/uk/

NETWORKCONGESTION

NETWORKQUALITY

Alongwithatrendtowardsniche‐targeEngandlong‐tail,TelcosdiscovertheB‐to‐Bsegment.Andincreasingly,theyconsiderthefactthatbusinesspeoplearehumanbeings,too,intheircommunicaEon.Beyondthat,theyhavestartedtoprovidecompletebusinesssoluEonsratherthansingleproductsorisolatedservices.

InmanysaturatedmarketswithhighsmartphonepenetraEon,networkqualitybecomesamajorissueandispickeduponbymanyTelcoCompanies.InresponsetotheincreasingnetworkcongesEon,theyarestrugglingtofindsoluEonsforit.

Source:o2online.de

InnovaEonissEllasafewaytosuccess,especiallyinsaturatedmarkets.Cross‐industrialpartnershipssuchastheonesbetweenTataandSkyinIndiaorSonyandO2inGermanybundleknowledgeandresourcestogivecustomersatrulyholisEcmediaandentertainmentexperience.

PARTNERSHIPS

Source:tatasky.com Source:o2‐sony.de/blog.makeastartup.com

Source:thenextweb.com/uk/

TELCOS&BUSINESS


networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


DEVICES&APPS

18

hot


Source:BTtolaunchtabletcomputertorivaliPad,telegraph.co.uk

Mobilepaymentandmobilewalletsareprovidingcustomerswithmoreconvenience.Smartphonescanbeturnedintomobilecreditcardterminalsandempowersmallbusinesses.

Sources:vodafone.co.uk

Notonlythequalityofthenetworkhasroomforimprovement–innovaEvedevicescancontribute,too…

Source:OrangetrialsHDphonecalls,telegraph.co.uk

Source:virginmobileusa.com

FixedlineprovidersdiscoverTabletPCsasanewcustomerloyaltytool:InGermany,1&1isheavilypromoEngits“Smart‐Pad”aspartofadoubleplayofferatnoextracharge–24monthminimumterm.IntheUK,BThasalsodevelopeditsownversionoftheiPad,tobesoldin2011.

Source:1und1.de

FEMTOCELLS/HDCOICE

MOBILESASSHOPPINGANDSELLINGDEVICES

TABLETPCS

19

DEVICES&APPS

LOCATION‐BASEDSERVICES

SOCIALMEDIAPHONESBECOMESTANDARD


networkcongesEon


tailoredtariffs

(co‐creaEon)

morefreedomforconsumersfocusonfuncEonalvaluesresponsibility






B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnershipshot

hot

hot

hot

lackofmeaning


20

consumersinpow

erlim

itsof

consum

erpow

er

CONFLICTINGAREAS

hot

hot

hot

hot

democraEzaEonofsmartphones

democraEzaEon

oftechnologylim

itsoftechn

ology

“Ontheonehand,consumershavegainedmorepowerandfreedom.Ontheother,theirinfluenceisopenrestrictedtoasuperficiallevelorlimitedbystrictrulesthatareestablishedbypowerfulbrandssuchasAppleorFacebook.”

NINAREICKE,PARTNERIMUSIOLMUNZINGERSASSERATH


networkcongesEon


tailoredtariffs

(co‐creaEon)







B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnershipshot

hot

hot

hot

lackofmeaning


21

consumersinpow

erlim

itsof

consum

erpow

er

CONFLICTINGAREAS

hot

hot

hot

hot



networkcongesEon


tailoredtariffs

(co‐creaEon)







B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnershipshot

hot

hot

hot

lackofmeaning


22

consumersinpow

erlim

itsof

consum

erpow

er

CONFLICTINGAREAS

hot

hot

hot

hot


democraEzaEon

oftechnologylim

itsoftechn

ology

“ThereisarapidmovementofdemocraEzaEonoftechnology:Smartphonesandotherdevicesandservicesbecomeavailableforallcustomersegmentsallovertheworld.However,thisdevelopmentleadstodataoverloadandnetworkcongesEon,whichisahugetechnologicalchallengeforTelcoProviders.”



networkcongesEon


tailoredtariffs

(co‐creaEon)





processes



B‐to‐B

lackofcreaEvity

loyaltyprogrammes

networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


23

democraEzaEon

oftechnologylim

itsoftechn

ology

improvingthebasics

CONFLICTINGAREAS

socialmediaphonesbecomestandard


hot

networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


24

redefinecustomerrelaEonship

begood

consumersinpow

erdem

ocraEzaEonoftechnology

limitsoftechn

ology

limitsof

consum

erpow

er

CHALLENGES

beinnovaEve

becomemoremeaningful“Giventhesedevelopments–theincreaseofconsumer

powerandfreedomandthedemocraEzaEonoftechnology–TelcoCompaniesfindthemselvesinakindofidenEtyvacuum.Whatdotheystandfor?HowcantheyfindmeaningfulposiEonsthatgobeyondfuncEonalvaluessuchaspricesanddiscounts?Whatcantheycontributetopeople’slivesandsociety?”



hot

networkcongesEon


tailoredtariffs

(co‐creaEon)








B‐to‐B

lackofcreaEvity


networkquality

tabletPCs



femtocells/HDvoice

partnerships

hot

hot

hot

hot

hot

hot

hot

lackofmeaning


25


becomemoremeaningful

begood

beinnovaEve

consumersinpow

erdem

ocraEzaEonoftechnology

limitsoftechn

ology

limitsof

consum

erpow

er

CHALLENGES

2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath26


CHALLENGES

“Championingacausetogivethebrandsamorehumanmission–that’swhatamazedme.EveninaTelcoConference,thisbecameacriEcalpoint.AndIamveryhappyaboutthat,becausebrandsarelosingtheirmission.“

“Doesthebrandhaveabiggerpurpose?Doesitchampionsomethingwhichisrelevantformeinmylife?SothatIcanassociatewiththebrand?SomethingthattakesitbeyondthefuncEonalqualiEesandcreatesadeepermeaningforpeopleintheirlife?”


Source:creaEe.nl/

27

Source:ideacellular.com/IDEA.portal

...bydeliveringsoluEonsforproblemswithinsociety.

Source:o2online.de

…byfocussingintermsofproducts(tariffs).

Source:telekom.com

…byfocussingintermsofbrandarchitecture.

…byperceiving(business)customersashumanbeings.

Source:orange.pl


...bymakingproductsandachievementstangibleand“real”forcustomers.

CHALLENGES

Source:vodafone.com.tr


begood

CHALLENGES

„ItwasverydisappoinEngtoseehowfewCSRprogrammesthereare.ItwouldbegoodifTelcoproviderswereabletoactuallycreatesomethingtangible.Saying“hereiswhatweareaboutasacompany.Areyou(theconsumer)thatkindofperson?(...)thenjoinus”.InthefutureIwouldliketoseemoreexamples.WhataretheypuZngback–Ithinkonabusinesssideitwouldhelpthembemoretangiblebutcommunity‐wiseitwouldactuallyhelpthemmeansomethingmoretopeople.”

“Theyhavetobegood.TheyhavetobegoodcorporateciEzensandfulfilthisresponsibilitywiththingstelecommunicaEonscando–thiscouldbeeducaEon,makingpeoplebetereducatedandbeingabeterpartofsociety.Butitcouldalsobethattheyhelpwiththingsthathaveapurpose;thingsthathaveacauseandjustsupporEngwiththemeansoftelecommunicaEon.”


…byacEnglikearesponsiblecorporateciEzenanddoingsomethingrelevant.

…bytakingresponsibilityforthedangersoftelecommunicaEon.

begood

CHALLENGES

Source:tatasky.com/

Source:hyves.nl/acEe/stanislav

Source:millionen‐fangen‐an.de



CHALLENGES

„ManyTelcobrandshavefoundthemselvescreaEngcynicism,distrustanddisconnecEonsimplybecausetheyarenotreallydoingthingsinlinewiththeconsumers’wishes.Theyareleadingtheconsumerratherthanhavingtheconsumerleadthem.(...)SomebrandsallowconsumerstocreatetheirownpackagesandtariffsandIthinkthat’samajortrend(…)thatwewillseeinforthcomingyearsgloballygivingmorepowertotheconsumerstodictatewhatitisthattheywant.“

„giffgaff–thisexamplefromtheUK,wheretheygavethetotalcontrolofthebrandtothecustomersanditseemsasifthecustomerswhererunningthebrand.IfinditarevoluEonaryconcept.“


…helpingthemtocreatetheirownbrand.

Source:contagiousmagazine.com Sources:4010.com,spiegel.de

…leveragingtheircreaEvityandinvolvingthemininnovaEonprocesses.

Source:base.de

…allowingthemtotailortheirtariffstotheirindividualneeds.


CHALLENGES

Source:GiffgafflaunchesnewmarkeEngcampaign,mobiletoday.co.uk


„PeoplearenevergoingtobesaEsfied(…)theirdemandsarecomingfrominfluencesfromacrosscategories(...).Theydon’tlookforandseekbenefitsexclusivelyfromwithinthecategory,becausetheinfluencesarecomingfromeverywhere.(…)Thus,thereisaneedtodeliverfantasEcfuncEonalqualiEes.(…)Youcannotletyourselfdownonthose.Thosedemandsareonlygoingtorisemoreandmore.”

beinnovaEve

CHALLENGES


invenEvesoluEonsforgivenproblems

Source:cnet.com,unicor.com

innovaEveresearchconcepts

Source:spiegel.de,4010.com

newtariffconcepts

Source:base.de

revoluEonarybrandideas

Source:giffgaff.co.uk

33

Source:o2‐sony.de

interesEngpartnerships

innovaEvehardware

Source:1und1.de

innovaEvebusinessmodels

Source:speach.de

CHALLENGES

beinnovaEve


telcwho?

2010BERLINTELCOSUMMIT

2010TelecommunicaEonTrendReport

FormoreinformaEonandthefull2010TelecommunicaEonTrendReportpleasecontact

[email protected]

MusiolMunzingerSasserathGesellschapfürumsetzungsorienEerteMarkenberatungundMarkenentwicklungmbH

Rosenstraße18,D‐10178Berlin

T +4930.7790777‐82F +4930.7790777‐99



THEBERLINTELCOSUMMIT

TheBerlinTelcoSummitisaniniEaEveoftheBerlin‐basedbrandconsultancyMusiolMunzingerSasserathincooperaEonwithRepublic,aMilan‐basedadverEsingagency,whichispartofthePublicisNetwork.IttookplaceforthefourthEmeonthe15thand16thofJuly2010.Itdrewtogether19communicaEonandbrandstrategistrepresenEng16marketssuchasItaly,Spain,UK,Turkey,Germany,theNetherlandsaswellasMexico,India,China,Singapore,Indonesia,Japanetc..TheideaofthesummitistoconnectandexchangetheknowledgeofexpertswithinagenciesofthePublicisNetwork,aswellasindependentconsultancies,whohavesubstanEalexperienceinthetelecommunicaEonsindustry.

MUSIOLMUNZINGERSASSERATH

MusiolMunzingerSasserathisaleadingindependentimplementaEon‐orientedbrandconsultancy.Thecompanyhelpstodevelopsustainablevaluefortheirclients’brands.BasedonexcepEonalbrandknowledgeandbrandmanagementexperEseMusiolMunzingerSasserathcollaborateswithcompaniestosuccessfullymanagetheirbrandsandtodeveloporganisaEons.MusiolMunzingerSasserath’sbusinessexperEsecoversautomoEve/mobility,consumergoods,financialservices,retail,serviceindustries,uEliEes,IT/telecommunicaEons,industrialgoodsandtechnology,mediaandentertainment,pharmaceuEcalsandhealthcare.

35 ©byMusiolMunzingerSasserath

Technology

Telco Trends 2010 - Berlin Telco Summit