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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
3
From Liberalization to
LIBERATION!
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
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
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
7
LIBERATION!
JOY
EASE POWER
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
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
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
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
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
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
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
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
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
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.
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
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
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.
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
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
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
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.
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
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
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
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
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
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
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.
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
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
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
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
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
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
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
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
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
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
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
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
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 …
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:
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
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
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
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
Sasserath Munzinger Plus GmbH
Gesellschaft für umsetzungsorientierte Markenberatung
und Markenentwicklung
Rosenstraße 18
D-10178 Berlin
T +49 30.7790777-70
F +49 30.7790777-99
hello@sasserathmunzingerplus.com
www.sasserathmunzingerplus.com
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.

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

  • 1.
  • 2. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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.
  • 18. 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
  • 19. 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
  • 20. 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.
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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.
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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.
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. 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
  • 44. 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 …
  • 45. 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:
  • 46. 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
  • 47. 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
  • 48. 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
  • 49. 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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