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Telco Trend Report 2009

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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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  • 1. Power

 Shi*
 BETA
 2009
Telecommunica5on
Trend
Report
 
 
 
 
 
 
 
 
 










Summary
 2009
BERLIN
TELCO
SUMMIT

  • 2. Power
is

 
 
 
shi*ing,
as

 
social
media
and

 mobile
communica5on

 
 
 
 
 
 
merge.
 2009
BERLIN
TELCO
SUMMIT

  • 3. Trends
&
Observa5ons
 (4.
Telecommunica/on
Providers
&
 Mobile
MarkePng
will

their
Business)
 (1.
Telecommunica/on
&

 break
through
 Alarming
changes

 Society)
 Family
is
the
new
 Loyalty
programmes

 in
behaviour
 hot
 Agent
of

 hot
 target
group
 will
come
 Telco
brands
are
 (2.
Telecommunica/on

 Web
2.0
=
 threat
to
evil
 social
change
 Telco
brands
 not
trusted
 Providers
&
People)
 are
not
loved

 hot
 Big
ego
 Web
2.0
+
telco
relieve
 Wrong
self‐image
 and
concept
 impact
of
changes
 hot
 hot
 People
talk
to
 Telco
brands
≠
 LiCle
mastery
of
 friends
 people,
not
brands
 Web
2.0
 hot
 Applica5ons
based
 (3.
Telecommunica/on

 on
geographic
 Nokia
is
incredible

 Providers
&
Web
2.0)
 hot
 posi5on
 in
understanding
 (6.
Hot
devices,
 emerging
markets
 Is
incredible
&
 brands
&
 successful
 Is
not
successful
 hot
 BlackBerry
is
the
 applica/ons)
 smarter
smart
phone
 everywhere
 (5.
The
iPhone)
 hot
 Is
over‐es5mated
 Financial
crisis
=
 HTC
 Too
many
barriers
 liLle
impact
 2009
BERLIN
TELCO
SUMMIT

  • 4. 1.
TelecommunicaPon
&
Society
 In
India,
10
million
phone
connec5ons
are
sold
every
month.
That
is
 14,000
every
hour.
Mobile
phones
in
India
are
a
great
weapon
to
‘uncaste’
 Web
2.0
=
 the
country
as
they
are
literally
for
everybody
–
irrespecPve
of
age,
gender,
 threat
to
evil
 cultural
background,
wealth,
income
or
hierarchical
posiPon.

 Agent
of

 social
change
 The
web
and
social
media
played
an
 Image:
Ken
Banks,
kiwanja.net
 „They
empowered
women,
empowered
 important
role
during
this
year’s
protests
 farmers,
empowered
blue
collared,
helped
 following
the
elecPons
in
Iran.

 people
to
become
open
and
expressive.“
 This
culminated
in
the
broadcast
of
the
so
 Subbu
Subramanyeswar,
Head
of
Planning,
 called
“Neda‐Video”,
showing
a
young
 Publicis
Ambience,
Mumbai

 protestor
being
shot.
The
film
was
first
 distributed
via
Facebook
and
TwiLer.
 Web
2.0
+
telco
relieve
 Alarming
changes

 impact
of
changes
 in
behaviour
 For
migrant
workers,
mobiles
aren’t
just
phones.
They
 60%
of
BlackBerry
owners
in
 thumb
through
the
images
to
remember
their
loved
ones
 Asia
check
their
e‐mails
in
 or
moments
when
they
weren’t
stressed
out,
it’s
their
 bed.

 music
player,
it’s
a
mul5‐purpose
entertainment
system.
 2009
BERLIN
TELCO
SUMMIT

  • 5. 2.
TelecommunicaPon
Providers
&
People
 Please
indicate,
how
much
you
trust
representaPves
of
the
following
industries.

 On
a
scale
from
1
to
5:
1
=
very
much,
5
=
not
at
all
 Telco
brands
are
 not
trusted
 Source:
Musiol
Munzinger
Sasserath,
Trust
in
Times
of
Crisis,
2008,
n
=
1000
 Big
ego
 Telco
brands
 are
not
loved

 Wrong
self‐image
 and
concept
 Source:
hLp://www.brandtags.net/
 Most
telecommunicaPon
companies
are
neither
liked,
nor
 trusted.
However,
instead
of
addressing
this
problem,
they
 are
trying
to
make
friends
on
facebook.
 2009
BERLIN
TELCO
SUMMIT

  • 6. 3.
TelecommunicaPon
Providers
&
Web
2.0
 In
Germany,
Vodafone’s
spectacular
 Web
2.0
relaunch
campaign
was
 heavily
criPcized,
not
only
by
the
whole
 adverPsing,
markePng
and
internet
 industry.

 In
Spain,
Telefonica

invested
heavily
in
its
own
social
 network
“keteke”
–
only
30.000
members
have
joined
so
far
 (compared
to
5
million
on
Facebook).
 Telco
brands
≠
 friends
 People
talk
to
 people,
not
brands
 LiCle
mastery
of
 In
Switzerland,
same
problem
with
 the
Orange
Messenger:
Only
1.300
 Web
2.0
 downloads
in
the
past
6
months.


 2009
BERLIN
TELCO
SUMMIT

  • 7. 4.
TelecommunicaPon
Providers
&
their
Business
 Vodafone
MyCampaign
offers
cost‐ effecPve
local
mobile
campaigns
for
small
 and
medium
sized
companies.
 To
support
the
launch
of
three
 family
products
in
the
UK,
O2
 Deutsche
Telekom
 hired
a
former
journalist
to
blog
 offers
a
flatrate
for
 about
how
technology
is
 geWngs
is
a
new
service
by
German
mobile
phone
provider
E‐ families.

 helping
her
life
as
a
busy
mum.
 plus.
Customers
receive
free
minutes,
text
messages
or
 money
in
return
for
subscribing
to
mobile
ads.
 Family
is
the
 Mobile
MarkePng
will
break
through
 new
target
 group
 In
Italy,
the
oil
and
fuel
 In
the
U.S.,
Verizon
Hub
turns
your
home
into
a
virtual
 company
ERG
sells
SIM
cards
 communicaPon
centre.
With
the
Hub
you
can
 that
can
be
used
both
for
 communicate
with
your
family
and
manage
day‐to‐day
 making
calls
and
refuelling.
 acPviPes,
all
from
one
convenient
device.
 Spending
a
certain
amount
on
 calls
gives
you
credit
to
refuel
 and
vice
versa.
 Loyalty
programmes

 Talk
&
fly:
in
Spain,
for
every
Euro
spent
on
 will
come
 calls
and
messages
pepephone
customers
 are
credited
with
one
Euro
to
be
used
on
 Air
EuropefFlights.
 2009
BERLIN
TELCO
SUMMIT

  • 8. 5.
The
iPhone
 Is
incredible
&
 Too
many
barriers
 successful
 Though
it
already
has
been
copied
 many
Pmes,
the
Appstore
is
sPll
 the
best
place
for
applica5ons
and
 services
for
mobile
devices.
 In
many
countries,
there
is
only
one
 provider
which
exclusively
offers
 The
iPhone
opened
a
new
business
category.
 the
iPhone
for
contract
customers.
 Most
other

brands
are
trying
to
copy
–
most
of
 them
haven’t
created
any
buzz
yet.
 Is
not
successful
 Is
over‐es5mated
 everywhere
 In
Japan,
the
iPhone
is
selling
poorly
for
various
 reasons:
high
monthly
data
plans
that
go
with
it,
 its
absence
of
features,
the
low‐quality
camera,
 the
unfashionable
design,
the
lack
of
a
keyboard
 for
easy
texPng
and
the
fact
that
it’s
not
 Japanese.
 2009
BERLIN
TELCO
SUMMIT

  • 9. 6.
Hot
devices,
brands
&
applicaPons
 Nokia
is
incredible
in
 HTC
came
to
UK
via
Vodafone
,posiPoning
itself
as
 understanding
emerging
markets
 a
next
generaPon,
progressive
handset
developer,
 firmly
at
the
smartphone
end
of
the
market.
 Nokia
Life
Tools:
a
range
of
innovaPve
agri‐ cultural
informaPon
and
educaPon
services
 HTC
 designed
especially
for
rural
and
small
town
 communiPes
in
emerging
markets.

 „In
2002,
Nokia
unveiled
a
strategy
to
lower
 the
cost
of
owning
and
operaPng
a
mobile
 phone
and
to
bring
the
benefits
of
mobile
 telephony
to
people
in
emerging
markets.“
 Robert
Andersson,
ExecuPve
Vice
President,
 Devices,
Nokia.
 „But
for
the
first
half
of
this
year,
 BlackBerry
Curve
outsold
the
iPhone,
 making
it
the
bestselling
consumer
 U.S.
Verizon
Wireless
–
 smartphone
in
the
U.S.“
Fortune
 Chaperone
Loca5on
 Service:
allows
users
to
 BlackBerry
is
the
 locate
their
family
 smarter
smart
phone
 Applica5ons
based
on

 member’s
Chaperone
 Child
phone
from
their
 geographic
posi5on
 Chaperone
Parent
phone
 In
the
last
three
years,
RIM’s
market
share
in
smart
 or
the
Chaperone
Website
 phones
grew
from
7%
to
20%.)
Research
in
MoPon
 ‐
in
real
Pme,
at
any
Pme.


 had
77%
average
sales
growth
over
the
last
three
 years.
Source:
hLp://www.cnbc.com/id/32447065
 2009
BERLIN
TELCO
SUMMIT

  • 10. (1.
Telecommunica/on
&
Society)
 (4.
Telecommunica/on
Providers
&
 The
financial
crisis
does
not
have
a
major
impact
on
the
telecommunicaPon
 Mobile
MarkePng
will

their
Business)
 Alarming
changes

 industry,
but
may
have
increased
the
tendency
to
compete
on
price.
 break
through
 hot
 in
behaviour
 Family
is
the
new
 Loyalty
programmes

 Agent
of

 hot
 target
group
 will
come
 „TelecommunicaPon
has
become
a
basic
 (2.
Telecommunica/on

 Telco
brands
are
 Web
2.0
=
 threat
to
evil
 social
change
 Telco
brands
 “Recent
research
showed
that
when
the
 need
and
therefore
is
relaPvely
untouched
 not
trusted
 by
the
financial
crisis.“
Gertjan
Haramp,
 Providers
&
People)
 income
is
decreasing,
the
broadband
 Publicis,
Amsterdam
 are
not
loved

 internet
connecPon
is
the
last
thing
 hot
 Big
ego
 Wrong
self‐image
 Web
2.0
+
telco
relieve
 people
give
up.“
Anne‐Marie
den
Hertog,
 and
concept
 hot
 hot
 arc
Leo
BurneL,
Amsterdam
 impact
of
changes
 TelecommunicaPon
is
a
basic
 necessity,
therefore
the
last
 People
talk
to
 Telco
brands
≠
 LiCle
mastery
of
 thing
people
cut
back.
 friends
 people,
not
brands
 hot
 Web
2.0
 Applica5ons
based
 (3.
Telecommunica/on

 „Price,
price,
price...
Telcos
have
lost
 hot
 on
geographic
 Nokia
is
incredible

 Providers
&
Web
2.0)
 However,
the
crisis
lead
to
an
 the
opportunity
to
build
on
trust/love/ increase
in
price
compe55on.
 posi5on
 in
understanding
 empathy,
now
it's
back
to
money
as
 disposable
income
of
individuals
keeps
 emerging
markets
decreasing.“
Tomas
Navarro,
Publicis
 (6.
Hot
devices,
 „A
desperate
effort
on
telco
companies
to
 Dialog,
Madrid
 Is
not
successful
 hot
 brands
&
 gain
share
via
price,
free...,
more
than...,
 will
give
you
....etc..“
Juan‐Carlos
Tapia
 BlackBerry
is
the
 applica/ons)
 smarter
smart
phone
 Publicis,
Mexico
City
 everywhere
 (5.
The
iPhone)
 Is
over‐es5mated
 Financial
crisis
=
 hot
 Too
many
barriers
 liLle
impact
 HTC
 2009
BERLIN
TELCO
SUMMIT

  • 11. Challenges
for
the
Telecommunica5on
Industry
 (1.
What
can
Telcos
improve
in?)
 Mobile
payment
 More
innova5on
 
in
fixed
line
 More
innova5on
at
POS
 Improve
products,

 not
just
image
 Improve

 hot
 hot
 Customer‐Centricity
 Being
a
helper
and

 enabler,
not
a
friend
 Understanding
culture
 hot
 Understanding
people
 Understanding

 (2.
How
do
they
need
to
change?)

 Web
2.0
 2009
BERLIN
TELCO
SUMMIT

  • 12. 1.
What
can
Telcos
improve
in?
 Mobile
payment
 More
innova5on
at
POS
 Embracing
 VoIP
like
3.
 Improve

 More
innova5on
in
fixed
line
 Customer‐
 Improve
products,

 Centricity
 not
just
image
 „Our
robots
have
re5red.
When
you
 The
new
tariff
launched
in
Germany
 speak
to
us,
you
speak
to
real
people.“
 is
a
mixture
of
a
pay
as
you
go
tariff
 O2
responds
to
one
of
the
most
 which
automaPcally
turns
into
a
flat
 frustraPng
customer
experiences
–
 rate
once
a
certain
amount
has
 you
cannot
get
hold
of
a
real
person
 been
spent
(60€
–
though
limited
to
 when
you
call
the
service
line.

 naPonal
calls).
 2009
BERLIN
TELCO
SUMMIT

  • 13. 2.
How
do
they
need
to
change?
 Following
the
earthquakes
in
Sichuan
on
12th
May,
 2008,
China’s
major
mobile
phone
service
providers,
 China
Mobile
and
China
Unicom,
set
up
special
 bonus
plans
for
the
affected
areas
and
automaPcally
 added
credit
to
anyone
affected
personally.
 Being
a
helper
and

 Dormitory
Idol
was
a
singing
contest
and
one
of
a
series
of
 enabler,
not
a
friend
 markePng
acPviPes
staged
by
Singtel
in
Singapore
directed
 at
foreign
workers.
 Understanding
culture
 Understanding
people
 Hi
mobile
launched
a
campaign
via
Hyves,
the
Dutch
equivalent
to
 facebook,
to
promote
staying
in
touch
with
your
friends
via
SMS
 regularly
and
avoid
becoming
a
“you
know
who”
‐
Someone
you
know,
 but
do
not
remember
the
name
of.


 Understanding

 Web
2.0
 400
dancers
in
Liverpool
street
Sta5on.
13,500
singing
 karaoke
in
Trafalgar
Square.
 The
T‐Mobile
YouTube
Channel
is
the
UK’s
second
most
 subscribed‐to
channel
ever.
 2009
BERLIN
TELCO
SUMMIT

  • 14. Power

 

 
 
Shi*
 BETA
 For
more
informaPon
and
the
full

 2009
TelecommunicaPon
Trend
Report
please
contact
 Nina
Daly
 nd@musiolmunzingersasserath.com
 MUSIOL
MUNZINGER
SASSERATH
 Gesellschax
für
umsetzungsorienPerte
Markenberatung
 und
Markenentwicklung
mbH
 Rosenstraße
18,
D‐10178
Berlin
 T







+49
30.7790777‐82
 F







+49
30.7790777‐99
 2009
BERLIN
TELCO
SUMMIT