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Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector
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Trendlab Telco Report 2013/14 - Global Trends and Challenges for Companies and Brands in the Telecommunications Sector

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The TrendLab Telco Report 2013/14 is about a major development in the telco industry, and a huge opportunity in terms of innovation for telco companies, we call it “Liberation”. …

The TrendLab Telco Report 2013/14 is about a major development in the telco industry, and a huge opportunity in terms of innovation for telco companies, we call it “Liberation”.

The report is centred around three core consumer benefits that derive from that “Liberation”: EASE, JOY & POWER.

EASE will be about a ‘new era of contracts and tariffs’, ‘enriched’ access, and the mobility of services across geographical and technological borders.
JOY will be about ‘experiencing’ the net (4G/ fiber), about ‘unlimited’ entertainment through content partnerships and content- related branding strategies, and new credit and currency systems created by telco companies.
POWER will be about the empowerment of people and businesses through knowledge, technology, influence and reach.
Within each of these three chapters, the report will feature innovative tariffs, products and services, new patterns in communications and advertising, interesting organisational changes, promising partnerships with players from different industries and incubation programmes.

BACKGROUND
The net is more important for our everyday lives than ever before and the demand for services across devices, manufacturers and industries is growing rapidly.

The urge for freedom by consumers is opposed to the need of monetization by telco companies: people increasingly want to use the net and digital services, however, they are not willing to get locked into proprietary systems and contracts.

There is a historical chance for Telco companies to regain relevance and strength: Thanks to their access to millions of people, their technological expertise and most of all their independence as providers of infrastructure (rather than technology or devices), they are predestined for pushing the development of a new, open (!) ecosystem of digital services.

Those brands who succeed in delivering services and products that make peoples’ lives easier, more enjoyable and beyond that help them realize their dreams, will grow sustainably and will matter in the digital world of tomorrow.

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  1. Jede Verwertung der von Sasserath Munzinger Plus GmbH erbrachten Präsentationsleistungen ist ohne vorherige schriftliche Zustimmung des Unternehmens unzulässig. Dies gilt auch und gerade für Leistungen von Sasserath Munzinger Plus, die nicht Gegenstand besonderer gesetzlicher Rechte, insbesondere des Urheberrechts sind. TrendLab Telco Report 2013/14. Berlin, April 2014 TEASER
  2. 3 From Liberalization to LIBERATION!
  3. 4 Australia Canada China France Germany India Indonesia Ireland Kenya Netherlands New Zealand 48 Ampya Apple AT&T Avea/Woops Barthi Airtel Base Bliep Boost Mobile EE Fairphone Firefox Free Fon Fonic Fyve GiffGaff Google Guardian Huawei Internux Kreon Mobile Lenovo Microsoft Movistar Spain O2 Ono Optus Orange Pro Sieben Smart Republic Wireless Rogers Canada Samsung Sainsbury´s SFR Singtel SK Telecom Sprint MARKETS BRANDS Peru Singapore South Africa South Korea Spain Switzerland Turkey U.S. UK Starhub Swisscom Telekom/T-Mobile Telefónica Telstra Tesco Three TPO Turkcell T World Vine Verizon Virgin Mobile Viva Movil Vodafone Wikipedia Yourfone Ziggo ZTE SCOPE OF ANALYSIS
  4. 5 “The digital revolution has created an ecosystem whose current status quo has resulted in a decline in the freedom of choice of our customers who are locked into closed ecosystems whilst new non- regulated dominant positions have emerged, which is not good neither for customers nor the developers or for the sustainable development of the industry.” CÉSAR ALIERTA Chief Executive Officer Telefónica economiaweb.it
  5. 6 Telco History & Future: The Path to Freedom. Yes, we love ecosystems. But only, if they leverage consumer freedom. Trend Report 2008 Trend Report 2009 Trend Report 2010 Trend Report 2011 Trend Report 2012 the system is changing: telecommunication is opening up Trend Report 2013/14 ‘telemonarchy’ until the mid 90’s launch of the iPhone social media are initiating a shift in power power shift questions the role of telcos a new, open (eco)system is growing
  6. 7 LIBERATION! JOY EASE POWER
  7. 8 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  8. 9 POST- CONTRACTISM Change of tariff culture towards consumer freedom BEYOND ACCESS Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER LIBERATION! EASE
  9. 10 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  10. 11 Post-Contractism. More than 20 years after the beginning of the liberalization of telecommunications, and nearly 10 years after social media have started to become a platform of empowerment for people, we are witnessing a change of tariff culture. This is the early beginning of a new era, in which products and services – telecommunications at its core – become more flexible, transparent, manageable, less constraining and thus leave more freedom to people, contributing to a shift of power that has started with the end of monopolism. EASE
  11. 12 “Carriers have counted on staggered contract end dates and heft early termination fees to keep people bound to them forever. But now families can switch to T-Mobile without paying a single red cent to leave them behind. (...). This isn’t an offer; this is a lifestyle. We will never have contracts … We are either going to take over this whole industry, or these bastards will change and we’ll still be wildly successful.” JOHN LEGERE CEO T-Mobile digitaltrends.com
  12. 13 EASEPOST-CONTRACTISM Movement Campaigning! Telcos across the world have created ads that build on the mechanics of political campaigning, aimed at winning over or keeping consumers with the outlook of more freedom. marketingmagazine.co.uk underconsideration.comizwilson.me/my-work facebook.com/TMobile
  13. 14 EASEPOST-CONTRACTISM o2.co.uk/refreshdigitaltrends.com, http://news.cnet.com And words are turned into action: Telcos have begun to loosen their tariff conditions, giving consumers the flexibility to react to the ever-changing unpredictable future. trak.in youtube.com/user/yesoptus, facebook.com/yes.optus.eastwood
  14. 15 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  15. 16 Access+ Telecommunication companies have been further developing their core product ‘connecting people’ through their networks, making it more people-centric and need- based: From providing advanced access that is easier to understand, more convenient, reliable and secure to entering new territories like commerce, payment, fashion, and sustainability, expanding their eco-system around telecommunications. EASE
  16. 17 EASEACCESS+ getviva.com, adage.com rogers.com vodafone.de swisscom.ch optus.com.au Tariff design: In mature markets, digitalization opens the door for new value added services that can help (premium) telcos to push higher rates. Mobile apps: Quick customer service and insight into account statuses increase consumer control, especially abroad. Retail: By tailoring distribution channels to the specific needs of (ethnic) consumer groups, telcos can unlock new business opportunities. orange.ch Personal service: In a world of technological complexity, the demand for services that provide (personal) assistance is increasing.
  17. 18 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  18. 19 Mobilitization As mobile devices and services cross geographical, industrial and technological borders, they become truly mobile, increasing consumer flexibility and freedom. On the other hand, actual mobility (cars, planes …) is merging with telecommunications, opening up a whole new world of services and products. EASE
  19. 20 EASEMOBILITIZATION Telekom.de openautoalliance.net blog.digital.telefonica.com, telesemana.com blog.gadgethelpline.com, blog.three.co.uktheverge.com att.com, Flexibility across devices: Data volumes and media content become mobile … Roaming: Using mobile devices across geographical boarders is getting safer, cheaper and faster. Automotives: LTE technologies, app stores, open operating systems … cars are literally being turned into giant smartphones. … and with TU Go by Telefónica, even calls, texts and voicemail become accessible across devices.
  20. 21 POST- CONTRACTISM Change of tariff culture towards consumer freedom BEYOND ACCESS Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER LIBERATION! JOY
  21. 22 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  22. 23 Net experience: from “blah-blah” to “ta-dah!” The major challenge in telco communications over the last couple of years was making network quality tangible and thus valuable for the people. A zillion pieces of communications introducing new standards and technologies, and a zillion of disillusioning experiences where telcos just did not deliver what they promised, has lead to a point where people do not listen to telcos anymore. For that reason it is more crucial than ever to a) find unconventional ways to grasp people’s attention and b) get the experience right. By creating branded spaces, services and manifestations that truly bring the net to life, telcos added some new types of brand experiences to their communications portfolio. JOY
  23. 24 NET EXPERIENCE: FROM BLAH-BLAH TO TA-DAH! JOY Liberating technologies: In mature markets, WiFi innovations enable new consumption models … … in emerging markets, circumstances call for whole new approaches. Communications: Telcos face the challenge to make people both understand AND experience. facebook.com/ee, ee.co.uk, crave.cnet.co.uk twitter.com/BigGigAustin, cnet.com bloomberg.com, wantedinrome.com republicwireless.com telekom.de brck.com, google.com/loon horizont.net, thetutuproject.com Network havens: By claiming spaces and turning them into network havens, telcos have found a way to really deliver.
  24. 25 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  25. 26 “You start seeing changes in customer behavior as soon as you introduce a great 4G network: firstly, video becomes much much more important. In Japan and Korea, where you have people commuting all the time, (in the UK it is 77 minutes average, every day), consumers want to make their time exciting and interesting. Video is 25% of all the traffic we have on our network. People do this because it is possible. On 2G and 3G infrastructure, they simply have to wait too long. When a customer has to wait more than 2 seconds, they stop.” OLAF SWANTEE Chief Executive Officer Everything Everywhere ytimg.com
  26. 27 The medium is … the telco. ”And I feel whahoo – wooo!” When Vodafone launched the “How are You?” campaign in 2001 featuring The Dandy Wahrhols’ song “Bohemian Like You”, it was telecommunications history in the making. Pop culture and entertainment were always a vital part of telco communications. They are reflections of modern life and nothing has shaped modern life as much as telecommunications. Telcos have built a technological infrastructure that fundamentally changes the way we entertain ourselves. At the same time entertainment has become the killer use case for fast internet – at home and on the go. Slowly but steadily, telcos are evolving from mere infrastructure providers to media ecosystems, providing technology and content in one convenient, all-time-available package. JOY
  27. 28 THE MEDIUM IS … THE TELCO JOY Reducing complexity: Entertainment, and serials in particular, help telcos to sell complicated products in the most uncomplicated way. Bringing 4G/LTE to life: Entertainment remains the killer use case for super fast internet. Distribution: Telcos realize that their infrastructure is perfectly suited for the distribution of (exclusive) content. Engagement: In the digital world, entertaining content has become the leading currency for engagement. vimeo.com/75012238 youtube.com/user/ShareATT youtube.com/giffgaff prosieben-smart.deyoutube.com/user/samsungmobileusa youtube.com/user/three, thefwa.com, wklondon.com
  28. 29 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  29. 30 “When we think of Nike in 10 years, ‘Just Do It’ will all be about FUEL. [...] I am not sure which devices and fibers will connect you to your FUEL, but because you live and pay with the currency you will have to be attached to the currency at all time. [...] The most surprising thing to me about my day at the Nike Accelerator was the 30 entrepreneurs completely hitched to this trend did not own the one currency that was attached to this trend…NIKE. I tried to explain the connection of what they were doing to the opportunity to participate, but I did not see anyone [...] buy a few shares.” HOWARD LINDZON Author The Wallstrip Edge: Using Trends to Make Money, financial analyst and super angel investor ytimg.com
  30. 31 CREDIT UNLOCKED JOY bell.ca shop.ee.co.uk verizonwireless.com phoneshopbysainsburys.co.uk adsoftheworld.com kampanyaburda.com asia.cnet.com, techinasia.com, facebook.com/Kreon.Mobile.Official Shared plans: Families, friends and companies are now allowed to share their data, plans and bills. Gamification and reward schemes based on unlocked credit are already being tested by innovative players. Retail: By turning phone credit into a universal currency for shopping, telcos create a whole new loyalty system.
  31. 32 Credit unlocked: Towards a universal currency. The core benefits of an ecosystem from a customer point of view are convenience and value. Some recent initiatives have shown that a reinvention of phone credit has much potential to add both more convenience and more value to telco ecosystems. Being allowed to use credit more flexibly, to share it, or even to use it as a universal currency for content, grocery shopping or charity would be a huge improvement in terms of convenience. In return, a universal currency enables the ecosystem provider to create a more powerful reward and loyalty system where every single activity pays off. JOY
  32. 33 POST- CONTRACTISM Change of tariff culture towards consumer freedom BEYOND ACCESS Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER LIBERATION! POWER
  33. 34 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  34. 35 DIY-ment. How does empowerment really work? How does empowerment have an impact on people and create value? And what role does telecommunication play? A new and very powerful answer appears to be DIY-ment. Providing tools, applications, technologies, platforms and foremost inspiration for people to do things themselves that used to be the business of big corporations only. DIY-ment is giving them a voice, means to express themselves, and the opportunity to build a business and make a living. Thanks to telecommunications and digital technologies DIY-ment has become available for everyone. POWER
  35. 36 DIY-MENT POWER Technological empowerment: Makes the digital world tangible and lowers the entry barrier for entrepreneurs.   Empowerment through visibility: Telcos help small and social organizations to become more visible and reach more people.   helpouts.google.com marketingweek.co.uk blueinsider.o2.de Giffgaffization: Customers become an active part of telco’s marketing.   facebook.com/yourfone joannerosedesign.com, mumbrella.com.au loveischanginghistory.com
  36. 37 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  37. 38 medya.turkcell.com.tr “4 years ago, as we introduced 3G to Turkey, we had a dream: People would be able to reach information from everywhere, there would be a complete equality of opportunity in terms of accessing information. Today, we are happy to take a further step in making that dream come true. We cooperated with world leaders in education to make cutting- edge knowledge available to our people in Turkish language.” SUREYYA CILIV CEO Turkcell
  38. 39 Empowering the margins. The world is changing – all the time. To be ahead or at least part of the change, it is vital to tap into those parts of our society and economy that are responsible for this change. To understand it, to catalyse it, and to profit from it in the long run. Today, the most interesting changes seem to happen or will happen in the – small or big – “margins” of our world: women, children, start-ups, start-ups led by women, start-ups led by women with children, developing countries and start-ups lead by women in developing countries … POWER
  39. 40 EMPOWERMENT THE MARGINS POWERPOWER google.com/entrepreneurs theathenanetwork.com.so SMUs: New platforms provide small businesses with information, software and networking opportunities.   Women: Many startup initiatives focus on women, supporting them with networking opportunities, knowledge and money.   Access: Telcos use their infrastructure to facilitate the accessibility of knowledge – sometimes at practically no cost. mybusiness.singtel.com masquenegocio.com wikimediafoundation.org turkcell.com.tr
  40. 41 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER
  41. 42 Destination Empowerment. Empowering people, customers, start-ups, and even employees is a journey, but increasingly also a “real” destination. The shape of such destinations varies: from a new global business division which is the central hub for empowering the organisation, to actual spaces where start-ups, developers, and even customers can become part of a companies’ transformation process. POWER
  42. 43 DESTINATION EMPOWERMENT POWER telefonica.com, wayra.org, prepaidmvno.com orange.com, umaparis.com, facebook.com/numaparis Startup and innovation campuses: Telcos create environments for innovation based on openness and partnership.   Flagships: By combining café, shop and incubation, telcos have created a new type of flagship store for the age of empowerment. Business Divisions: The digital age forces telco giants to rethink their own organizational structures in order to remain relevant and tap into new revenue streams. justcurious.co.za, www.facebook.com/bransoncentre
  43. 44 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Evolving from mere infrastructure providers to media ecosystems CREDIT UNLOCKED Towards a universal currency and a more powerful reward and loyalty system DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’ EASE EASE EASE JOY JOY JOY POWER POWER POWER 2013/14 TrendLab Telco Report Wrap-up …
  44. 45 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Tbd. CREDIT UNLOCKED Towards a universal currency DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’. EASE EASE EASE JOY JOY JOY POWER POWER POWER 2013/14 TrendLab Telco Report Fields of Action for Telco Companies:
  45. 46 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Tbd. CREDIT UNLOCKED Towards a universal currency DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’. EASE EASE EASE JOY JOY JOY POWER POWER POWER EASE: INNOVATE further develop, improve and extend your core product
  46. 47 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Tbd. CREDIT UNLOCKED Towards a universal currency DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’. EASE EASE EASE JOY JOY JOY POWER POWER POWER EASE: INNOVATE further develop, improve and extend your core product JOY: FIND PARTNERS create relevant and valuable content
  47. 48 POST- CONTRACTISM Change of tariff culture towards consumer freedom ACCESS+ Expansion of the eco-system around the core of telecommunications MOBILITIZATION Mobile devices and services cross geographical, industrial and technological borders NET EXPERIENCE From Blah-blah to Ta-Dah! THE MEDIUM IS … THE TELCO Tbd. CREDIT UNLOCKED Towards a universal currency DIY-MENT Enabling and empowering people to do something themselves EMPOWERING THE MARGINS Tapping into those parts of the society and economy that are responsible for change DESTINATION EMPOWERMENT The empowerment of people has found ‘homes’. EASE EASE EASE JOY JOY JOY POWER POWER POWER EASE: INNOVATE further develop, improve and extend your core product POWER: TRANSFORM rethink your organization to be able to empower and benefit from others JOY: FIND PARTNERS create relevant and valuable content
  48. 49 Australia Canada China France Germany India Indonesia Ireland Kenya Netherlands New Zealand 48 Ampya Apple AT&T Avea/Woops Barthi Airtel Base Bliep Boost Mobile EE Fairphone Firefox Free Fon Fonic Fyve GiffGaff Google Guardian Huawei Internux Kreon Mobile Lenovo Microsoft Movistar Spain O2 Ono Optus Orange Pro Sieben Smart Republic Wireless Rogers Canada Samsung Sainsbury´s SFR Singtel SK Telecom Sprint MARKETS BRANDS Peru Singapore South Africa South Korea Spain Switzerland Turkey U.S. UK Starhub Swisscom Telekom/T-Mobile Telefónica Telstra Tesco Three TPO Turkcell T World Vine Verizon Virgin Mobile Viva Movil Vodafone Wikipedia Yourfone Ziggo ZTE For the full 160 slide report please contact Anita Lotterschmid al@sasserathmunzingerplus.com Adam Domanski ad@sasserathmunzingerplus.com
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