Telco Trend Report 2011

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From Telemonarchy to Telemocracy. Trends and challenges from 15 different telecommunication markets.

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Telco Trend Report 2011

  1. 1. 12011 Telecommunication Trend Report
  2. 2. International brand strategists … 2© 2011 Musiol Munzinger Sasserath
  3. 3. … discussing trends & developments in cutting edge telco markets … 15 brand strategists. 15 countries. 67 brands. 3© 2011 Musiol Munzinger Sasserath
  4. 4. … for the fifth time since 2007. 2007 2008 2011 2009 2010 4© 2011 Musiol Munzinger Sasserath
  5. 5. The way to the report: + Video Interviews + Excursion to Deutsche Telekom Laboratories + Think Tank Sessions + Guest Speakers 5© 2011 Musiol Munzinger Sasserath
  6. 6. TREND S network congestion vs. net neutrality education revival of the net hot 4G telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 6 © 2011 Musiol Munzinger Sasserath
  7. 7. TREND S network congestion vs. net neutrality education TELCOS & revival of the net hot 4G telecommunication = IDENTITY right human cloud buzz hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 7 © 2011 Musiol Munzinger Sasserath
  8. 8. TELCO SSource: bbc.co.uk Source: Tagesanzeiger & IDENTI TY 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 Some huge brands are struggling in cross-industrial partnerships to provide the highly competitive telco business, holistic solutions. Both can make the which is increasingly influenced by benefit of telecommunication more Source: online.wsj.com apps and content. relevant and tangible. Source: telekom.de Source: t-mobile.de Source: bluevia.com However, there is a great potential to redefine the business and the role of telco companies in society. Source: turkcellmedya.com Source: tabletis.com Source: Source: smart-connect.de, laboratories.telekom.com www.connected-living.org 8 © 2011 Musiol Munzinger Sasserath
  9. 9. TREND S network congestion vs. net neutrality education revival of the net hot 4G telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable TELCOS & cross-industry partnerships COMMUNICATIONS opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 9 © 2011 Musiol Munzinger Sasserath
  10. 10. TELCO S & COMMU Source: telekom.com Source: youtube.com/user/lifesforsharing CATIONNI- S … thus bringing the brand idea to life and making it a spectacular In terms of experience. communications, telcos are opening up by integrating real people and their content … Source: youtube.com/ vodafoneplayground Source:Source: airtel.in Source: movistar.es Source: youtube.com/movistar 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. 10© 2011 Musiol Munzinger Sasserath
  11. 11. TREND S network congestion vs. net neutrality education revival of the net hot 4G telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable TELCOS & cross-industry partnerships thinking BUSINESS opening up hot HUAWEI trouble shooting community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 11 © 2011 Musiol Munzinger Sasserath
  12. 12. TELCO Source: att.com Source: teknoloji.tv At the same time, telcos need to find S & solutions that tackle the increasing network BUSINE SS congestion. This eventually leads to the question of net neutrality. Source: singtel.com The democratization of technology is leading to a revival of the net. Telcos all across the world claim to have the best. Source: france24.com Source: dailymail.co.uk Source: horizont.net Source: apple.com Slowly the cloud is moving into mainstream. First cloud products come with rather modest functionality, but the business/innovation potential is huge. 12© 2011 Musiol Munzinger Sasserath
  13. 13. TREND S network congestion vs. net neutrality education revival of the net hot 4G telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers DEVICES © 2011 Musiol Munzinger Sasserath & APPS 13
  14. 14. DEVICE S Source: youtube.com/ & user/ShareATT Source: drei.at Source: facebook.com/#!/wired APPS Regardless of the smartphone hype, there is a clear trend away from the device towards operating systems, apps and cloud services. Source: guardian.co.uk Source: handyortung.info Source: telekom.de Source:apple.com Telcos take the app Source: wahwah.fm business seriously. Not only by integrating Smartphones are more popular than them in their ever and finally, thanks to entry level promotional activities, brands like Huawei, available for the but also by seeking masses. strategies to make money in the app development market. Source: wacapps.net 14© 2011 Musiol Munzinger Sasserath
  15. 15. TREND S network congestion vs. net neutrality educationTELCOS & the net revival of hot 4G telecommunication =SOCIAL buzz MEDIA human right cloud hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 15 © 2011 Musiol Munzinger Sasserath
  16. 16. Source: facebook.com/ O2surfstick Increasingly, social media TELCO S channels are used by telcos to SOCIAL & leverage ad campaigns by WEB Telcos have rapidly integrated social generating buzz and making media in all of their business them interactive. processes such as sales, product Source:twitter.com/#!/ Source: promotion, internal communication tnchallenge thefeed.orange.co.uk and customer service.Source: facebook.com/giffgaffmobile From push to pull: ‘Webisodes’ have been Source: o2fanclub.co.uk Source: twitter.com/orangebusiness discovered as powerful alternatives or additions to traditional TV ads. Social media are Source: youtube.com/vodafoneit increasingly used as instant feedback channels, Source: technolog.msnbc.msn.com Source: facebook.com/ e.g., for polls and ratings. TMobileAustria Source: facebook.com/att Besides, social media have turned out to be powerful as trouble- Source: facebook.com/TMobileAustria shooting and monitoring tools. 16© 2011 Musiol Munzinger Sasserath
  17. 17. TREND S network congestion vs. net neutrality education revival of the net hot 4G telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is justhot TELCOSinteractive from buzz to business hot & hot a device again ANDROIDpushing advertising to pull PEOPLEexperience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 17 © 2011 Musiol Munzinger Sasserath
  18. 18. Source: http://www.youtube.com/ TELCO user/orangeCH1 Source: vodafone.ie S & Not quite individualised, but tailored PEOPL E to specific needs: niche targeting is constantly gaining relevance. Farmers and elderly people are attractive target groups. The flexibility of tariffs has been taken to the next level: the individualisation of plans. Source: ciftcikulubu.com Source: blog.rightmobilephone.co.uk Source: t-mobile.at Existing customers benefit from a growing number of increasingly sophisticated reward schemes and loyalty programs. Source: singtel.com 18© 2011 Musiol Munzinger Sasserath
  19. 19. TREND S TELCOS & network congestion vs. net neutrality education revival of the netSOCIETY 4G hot telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 19 © 2011 Musiol Munzinger Sasserath
  20. 20. Telecommunication is climbing up the TELCO S political agenda. As network providers, & SOCIET telcos are at the heart of this movement. Y Source: o2thinkbig.co.uk ‘Enabling to enable’ is an interesting new way to become more meaningful and to make a change for the better. Source: donanimhaber.com Source: berlin.piratenpartei.de Source: techcrunch.com In a world where knowledge is Source: turkiyeyedeger.com.tr increasingly based on the internet and devices that give access to it, telcos & education are a dream team. 20© 2011 Musiol Munzinger Sasserath Source: o2learn.co.uk
  21. 21. What are the challenges for telco companies? 21© 2011 Musiol Munzinger Sasserath Source: Presentation Christoph Bornschein, TLGG
  22. 22. C H AL L ENGES education network congestion vs. net neutrality give back! revival of the net 4G telecommunication = create new value! hot human right cloud buzz hot cloud movescloud enabling to enable seize the into mainstream opportunity! cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media:hot from buzz to business open up! hot interactive experience developers hot ANDROID the device is just a device againpushing advertising to pull operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 22 © 2011 Musiol Munzinger Sasserath
  23. 23. C H AL L ENGES network congestion vs. net neutrality education revival of the net hot 4G telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media:hot from buzz to business open up! hot interactive experience developers hot ANDROID the device is just a device againpushing advertising to pull operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 23 © 2011 Musiol Munzinger Sasserath
  24. 24. Open up. C H AL L ENGES… keeping pace with the rapidly changing environment. “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.” open up! Nina Reicke Partner Musiol Munzinger Sasserath, Berlin “From competition to collaboration, from imprisoning customers in closed ecosystems to “It’s a whole new mindset with providing an open platform wide implications on business like Android.” models and organisational structures. But it’s the only way to keep pace with the rapidly changing environment.” 24© 2011 Musiol Munzinger Sasserath
  25. 25. C H AL L ENGES Source: laboratories.telekom.com … leaving the ‘closed- system’ mindset behind. Source: wired.com open up! … fostering start-ups and entrepreneurs. Source: wired.com Source: favelafabric.nl … implementing an ongoing dialogue with people. 25© 2011 Musiol Munzinger Sasserath
  26. 26. C H AL L ENGES education network congestion vs. net neutrality give back! revival of the net hot 4G telecommunication = human right cloud buzz hot cloud moves into mainstream enabling to enable cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 26 © 2011 Musiol Munzinger Sasserath
  27. 27. C H AL L ENGES give back! “Corporate Social Responsibility will remain a very relevant issue. However, in the future, real empowerment will mean enabling people to help Marc Sasserath themselves and make a Founder Musiol Munzinger Sasserath, Berlin difference on a more personal, local level.” “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.” Francesco Gatti Contact Director, Republic Advertising, Milan 27© 2011 Musiol Munzinger Sasserath
  28. 28. C H AL L ENGES Source: donanimhaber.com Source: berlin.piratenpartei.de give back! … treating telecommunication … enabling Source: as a human right. to enable. o2thinkbig.co.uk … providing access to knowledge, sharing it and contributing to education. Source: facebook.com/att Source: turkiyeyedeger.com.tr 28© 2011 Musiol Munzinger Sasserath
  29. 29. C H AL L ENGES network congestion vs. net neutrality education revival of the net 4G telecommunication = create new value! hot human right cloud buzz hot cloud movescloud enabling to enable seize the into mainstream opportunity! cross-industry partnerships opening up hot trouble shooting thinking HUAWEI community entry level offers nurturing social media: developers the device is just hothot from buzz to business interactive hot a device again ANDROIDpushing advertising to pull experience operating systems humanize connection hot emotional manifestations apps are the new serving niches social medium individualised plans rewarding customers 29 © 2011 Musiol Munzinger Sasserath
  30. 30. C H AL L ENGES create new value! “In this technologically shaped sector, we often do not know what we want or what we seize the cloud would need, but as people we are ready for opportunity! anything. When some new technology is thrown at us, we suddenly act as if we cannot live without it.” “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.” Subbu Subramanyeswar National Planning Director Lowe Lintas, Mumbai 30© 2011 Musiol Munzinger Sasserath
  31. 31. Source: upc-cablecom.ch C H AL L ENGES create new value! … making net quality and its benefit visible seize the cloud and tangible. opportunity! Source: bestmediainfo.com … driving technological change. Source: smart-connect.de, www.connected-living.orgSource: vodafone-lte.de/vormerken Source: teltarif.de … establishing cross- Source: industrial partnerships. kampanyaburda.com, nfcworld.com 31© 2011 Musiol Munzinger Sasserath
  32. 32. C H AL L ENGES create new value! … making it social. seize the cloud opportunity! … making it personal. Source appleblogz.com Source: youtube.com/user/tmobileat Source: wuala.com Source: att.com … making it safe. … presenting YOUR NET … delivering a user-friendly as THE ESSENTIAL access to the cloud. infrastructure for the cloud. Source: google.com 32© 2011 Musiol Munzinger Sasserath
  33. 33. For more information and Nina R the full 2011 Telco Trend nr@m icke e usiolm unzing Report please contact: Anita Lotter schm ersass erath.c a l @m id om usiolm unzing Musio ersass l Mun erath.c Gese om llscha zinger Sas Marke ft f se nbera ür umsetzu rath tung u n Rose nd Ma gsorientie rkene rt nstra ße 18 ntwick e T +49 , D-10 lung m 30 77 178 B bH F +49 9 erlin 30 77 0 777 70 90 77 7 99 33© 2011 Musiol Munzinger Sasserath
  34. 34. 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 34© 2011 Musiol Munzinger Sasserath
  35. 35. Gesellschaft für umsetzungsorientierte Markenberatungund Markenentwicklung mbHRosenstraße 18D-10178 BerlinT +49 30.7790777-70F +49 30.7790777-99hello@musiolmunzingersasserath.comwww.musiolmunzingersasserath.comAny exploitation of the firms presentation is prohibited except after previous written permission by the firm. This also and in particular applies to elements of the firms presentationnot being protected by special legal rights, in particular by copyright.

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