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TrendLab Telco Report 2013/14. 
Berlin, October 2014. 
TEASER 
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.
2 
From Liberalization to 
LIBERATION! 
TrendLab Telco Report 2013/2014
3 
48 
A1 
Airtel 
Ampya 
AT&T 
Avea 
Base 
Bliep 
Boost Mobile 
EE 
E-Plus 
Fonic 
Fyve 
GiffGaff 
GNCTRKCLL 
Kreon Mobile 
TELCO BRANDS 
Mobile Vikings 
Movistar 
Netzclub 
Nokia 
O2 
Ono 
Optus 
Orange 
Red Bull Mobile 
Republic Wireless 
Rogers Canada 
SFR 
Singtel 
SK Telecom 
Sprint 
Starhub 
Swisscom 
Telefónica 
Telekom/T-Mobile 
Telstra 
Three UK 
TPO 
Turkcell 
Verizon 
Virgin Mobile 
Viva Móvil 
Vodafone 
Yourfone 
Devices/Services 
BRCK 
DIY Cellphone 
E-Mail Made in 
Germany 
Fairphone 
HP 
Internux 
LG 
Microsoft 
Motorola 
Mozilla Firefox 
Samsung 
Sony 
Threema 
Whatsapp 
Ziggo 
SCOPE OF 
ANALYSIS
SCOPE OF 
ANALYSIS Pro Sieben Sat. 
4 
BRANDS FROM RELATED INDUSTRIES MARKETS 
Airbus 
Allianz 
Amazon 
Apple 
Audi 
BMW 
Chevrolet 
DiaSA 
Dropcam 
Etalia 
Facebook 
Fitness First 
Glastonbury 
Festival 
GM 
Google 
Guardian 
Hoard 
Honda 
Hyuandai 
IA Workshop 
internet.org 
Limmex 
Locca 
Lock8 
Macy’s 
Muuzzi 
mySugr 
Nest Labs 
Nike 
Novatis 
Nvidia 
Playstation 
Peru 
Poland 
Singapore 
South Africa 
South Korea 
Spain 
Switzerland 
Turkey 
UK 
US 
Zambia 
Argentina 
Australia 
Austria 
Canada 
Egypt 
France 
Germany 
India 
Indonesia 
Ireland 
Italy 
Kenya 
Netherlands 
New Zealand 
Rimowa 
Sainsbury’s 
Sproutling 
Startup Bus 
Technology Will 
Save Us 
Tesco 
Tesla Motors 
Tile 
Vice Media 
Volkswagen 
Waitrose 
Wembley Stadium 
Wikipedia 
Yahoo
5 
Telco History & Future: The Path to Freedom. 
Yes, we love ecosystems. 
But only, if they leverage consumer freedom. 
launch of 
the iPhone 
power shift 
questions the 
role of telcos 
Trend Report 2008 
Trend Report 2010 
Trend Report 2009 
Trend Report 2012 
Trend Report 2011 
the system is changing: 
telecommunication is 
opening up 
Trend Report 2013/14 
‘telemonarchy’ 
until the mid 90’s 
social media 
are initiating a 
shift in power 
a new, open 
(eco)system 
is growing
6 
EASE POWER 
LIBERATION! 
JOY
7 
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 
POST-CONTRACTISM 
Change of tariff culture towards 
EASE 
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!
9 
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
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. 
10 
EASE
“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 
11
Source: TrendLab Telco Think Tank 2014 
12 
“We are working on making our 
product always available, in any 
place in the world, for free – so it 
does not matter how much you 
pay or how much you have on 
your bank account. You can 
always use our app. And then it is 
just a matter of putting as many 
fundamental services in the app so 
that they are always available for 
people. This would liberate the 
users from always needing a 
contract, always needing money or 
being dependent on a place that 
connects them with the internet.” 
FREEK GILLE, 
Product Manager, *bliep Netherlands
13 
POST-CONTRACTISM EASE 
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 
facebook.com/TMobile 
izwilson.me/my-work underconsideration.com
14 
POST-CONTRACTISM EASE 
o2.co.uk/refresh 
digitaltrends.com, http://news.cnet.com 
trak.in 
youtube.com/user/yesoptus, facebook.com/yes.optus.eastwood 
o2online.de 
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. 
Even business life is 
experiencing liberation – 
with more flexibility and 
ease in terms of contract 
management or the organi-sation 
of cloud services.
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 
EASE 
Access+ 
The internet is changing our lives at an overwhelming pace. Picking the right device and 
the right data plan can be a challenge. Not to mention the complexity of connecting and 
managing your data across all devices (smartphone, tablet, PC, television, smart watch, 
car etc.). Telecommunication companies have thus been developing their core product: 
‘connecting people’ further by adding services and offers that help people navigate 
through the digital world more easily.
17 
ACCESS+ EASE 
Personal service: In a world of 
technological complexity, the demand 
for personal services providing 
assistance is increasing. On a larger 
scale, telcos can even tailor their 
distribution channels to the specific 
needs of ethnic groups. 
getviva.com, adage.com 
Tariff design: In mature markets, digitalization opens the door 
for new value added services that can help (premium) telcos to 
push higher rates. 
All time accessibility: Data volumes 
and services can be accessed across 
various devices and even the usage of 
mobile devices abroad is getting more 
flexible, cheaper and faster. 
youtube.com/user/VFTurkiye 
vodafone.de 
Sasserath Munzinger Plus, 
theverge.com 
rogers.com
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 
EASE 
Mobilitization 
The most fundamental disruption for telecommunication companies is the detachment of 
device and identity. In the future, a person’s identity will become digital and no longer be 
attached to a single device but will be connected to various devices: smartphones, tablets, 
smart watches and even cars. A personal Internet of Things will arise and help people stay 
connected to their loved ones, their work and content anywhere and at any time. 
Telecommunication companies fuel the Internet of Things by making all devices sing 
together, launching initiatives and services aiming at making the peoples’ digital identities 
safe. But they can not solve these issues on their own. The mobilitization of society has 
climbed up the political agenda and telcos are challenged to redefine their role within this 
environment – from doing business to facilitating a new digital society.
20 
MOBILITIZATION EASE 
theverge.com, att.com telegraph.co.uk 
Cars become LTE hotspots: 
Hotspots come either pre-installed as 
part of a partnership or – more flexible 
– as sticks, allowing customers to 
choose between brands. 
theverge.com openautoalliance.net 
Blurring boundaries between cars and smartphones: Car 
manufacturers open their app stores to developers and technology 
brands, such as Google, open their operating systems to car 
manufacturers, enabling a seamless integration of mobile apps. 
apple.com/watch/apple-watch psfk.com 
Connected Things: Since 
people are becoming ever more 
mobile, telcos enable them to 
monitor and control mobilized 
homes remotely. 
telekom.com my-digitallife.att.com 
limmex.com 
Wearables: Smart watches offer 
new forms of communication 
and wearables can help people 
to lead more independent, safe 
and healthy lives.
21 
MOBILITIZATION EASE 
tagesschau.de digitale-agenda.de 
Security as prior issue: Due to the NSA Scandal, security and 
privacy dominate the public agenda and there is an increased 
demand for secure communication. 
Products and brands focusing 
on security: While politicians 
are still struggling brands have 
already created some inspiring 
solutions. 
e-mail-made-in-germany www.mozilla.org mobilegreeks.de
Source: TrendLab Telco Think Tank 2014 
22 
“Privacy is something that – as a 
society – either you have or you don’t. 
I think it is everybody’s responsibility to 
protect privacy. Individuals are not able 
to fight an entire infrastructure of 
electronic communication and cannot 
be expected to carry the entirety of this 
burden. Therefore, the government 
should be more responsible, legislate 
wisely and respect human rights. And 
the private sector needs to cooperate 
as well because they ultimately 
maintain and develop a lot of the 
infrastructure that we use and that 
either empowers us to be in control of 
identities or not.” 
AMELIA ANDERSDOTTER, 
Formerly: Chairperson, European Pirate Party
23 
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
24 
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
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 led to a point where 
people no longer listen to telcos. 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. 
25 
JOY
NET EXPERIENCE: FROM BLAH-BLAH TO TA-DAH! JOY 
26 
thenextweb.com 
wembley.ee.co.uk 
‘Network heavens’: By claiming spaces or 
offering free test drives, telcos let people 
experience the quality of their networks. 
explore.ee.co.uk/glastonbury 
twitter.com/BigGigAustin, cnet.com bloomberg.com, wantedinrome.com 
Liberating technologies: In mature markets, WiFi 
innovations enable new consumption models … 
… in emerging markets, 
circumstances call for 
whole new approaches. 
republicwireless.com 
telekom.de 
brck.com, google.com/loon 
horizont.net, thetutuproject.com 
Communications: Telcos 
face the challenge to make 
people both understand AND 
experience.
27 
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
28 
“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
29 
JOY 
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 communication. 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.
THE MEDIUM IS … THE TELCO JOY 
30 
Reducing complexity: Entertainment, and serials in particular, help 
telcos to sell complicated products in the most uncomplicated way. 
vimeo.com/75012238 
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. 
youtube.com/user/ShareATT youtube.com/giffgaff 
youtube.com/user/samsungmobileusa prosieben-smart.de 
youtube.com/user/three, thefwa.com, wklondon.com
31 
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
32 
“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
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 in which every single activity pays off. 
33 
JOY
CREDIT UNLOCKED JOY 
34 
bell.ca shop.ee.co.uk 
phoneshopbysainsburys.co.uk 
adsoftheworld.com kampanyaburda.com 
psfk.com, facebook.com/Kreon.Mobile.Official 
Shared plans: Families, friends and 
companies are now allowed to share 
their data, plans and bills. 
Retail: By turning phone credit 
into a universal currency for 
shopping, telcos create a 
whole new loyalty system. 
Gamification and 
reward schemes: 
Possibilities are endless, 
especially when it comes 
to gamification and 
rewards. The more 
playful the better. 
macworld.co.uk 
i-Beaconization?: 
Technology brands 
have taken 
smartphone 
shopping to the 
next level.
Source: TrendLab Telco Think Tank 2014 
35 
“I believe that people will not be aware of 
when they are using iBeacon technology. 
For people, the benefits they receive 
always stand in the foreground and they 
are not interested in the technology that 
happens in the background. If 
technology is able to make their daily 
lives easier and enable them to receive 
personalised offers in the supermarket, 
such as bundles that are based on their 
nutritional habits, this would be clear 
added value from a customer 
perspective. Using iBeacon, consumers 
also no longer have to make thoughts 
about payment, and this is why iBeacon 
will become the next generation of 
payment.” 
MARLEY FABISIEWICZ 
Founder, Upnext
36 
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 
POWER 
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!
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
DIY-ment. 
How does empowerment really work? How does empowerment 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 
most of all inspiration for people to do things themselves that used to only be the business 
of big corporations. DIY-ment is about giving them a voice, a 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. 
38 
POWER
DIY-MENT POWER 
39 
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. 
marketingweek.co.uk 
helpouts.google.com 
blueinsider.o2.de 
Giffgaffization: Customers become 
an active part of telco’s marketing. 
facebook.com/yourfone 
joannerosedesign.com, mumbrella.com.au 
loveischanginghistory.com
40 
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
“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 
medya.turkcell.com.tr 
41 
our people in Turkish 
language.” 
SUREYYA CILIV 
CEO Turkcell
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 … 
42 
POWER
EMPOWERMENT THE MARGINS PPOOWWEERR 
43 
google.com/entrepreneurs 
Women/Acceleration: Many 
startup initiatives focus on 
women, supporting them with 
networking opportunities, 
knowledge and money. 
theathenanetwork.com.so 
Access to Knowledge: Telcos 
use their infrastructure to facilitate 
the accessibility of knowledge – 
sometimes at practically no cost. 
turkcell.com.tr 
youtube.com 
youtube.com 
Emerging countries/Affordability: Established 
brands can solve fundamental societal problems and 
make the internet more affordable for the margins. 
Migrants/Integration: 
Focusing on multi-cultural 
integration, 
telcos hope to win 
over customers by 
offering tariffs and 
services that address 
specific ethnic groups. 
adage.com
44 
“I believe, in fact, that good can be done 
via entrepreneurial means. With 
entrepreneurial means and even via the 
earning of money it is simultaneously 
possible to change society for the better. 
I do not think that this must be through 
donations as I believe that companies 
are at their strongest when they also 
have the possibility to earn profit as that 
still is what business is about. But it is 
especially advantageous if businesses 
can earn money through something that 
creates societal value at the same time.” 
DR. MARK SPEICH 
Executive Director, Vodafone Institute for Society 
and Communications 
Source: TrendLab Telco Think Tank 2014
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 
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
46 
POWER 
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.
DESTINATION EMPOWERMENT POWER 
47 
telefonica.com, wayra.org, prepaidmvno.com, thedrum.com 
Startup and innovation campuses: 
Telcos create environments for innovation 
based on openness and partnership. 
orange.com, umaparis.com, facebook.com/numaparis 
Flagships: By combining café, shop and incubation, 
telcos have created a new type of flagship store for the 
age of empowerment. 
justcurious.co.za, www.facebook.com/bransoncentre 
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.
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 
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 …
49 
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 
Fields of Action for Telco Companies:
50 
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 
EASE: INNOVATE 
further develop, improve and 
extend your core product
51 
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 
EASE: INNOVATE 
further develop, improve and 
extend your core product 
JOY: FIND PARTNERS 
create relevant and valuable content
52 
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 
EASE: INNOVATE 
further develop, improve and 
extend your core product 
JOY: FIND PARTNERS 
create relevant and valuable content 
POWER: TRANSFORM 
rethink your organization to be able to 
empower and benefit from others
53 
For the full 160 slide report please contact Devices/Services 
Adam Domanski 
ad@sasserathmunzingerplus.com 
48 
A1 
Airtel 
Ampya 
AT&T 
Avea 
Base 
Bliep 
Boost Mobile 
EE 
E-Plus 
Fonic 
Fyve 
GiffGaff 
GNCTRKCLL 
Kreon Mobile 
TELCO BRANDS 
Mobile Vikings 
Movistar 
Netzclub 
Nokia 
O2 
Ono 
Optus 
Orange 
Red Bull Mobile 
Republic Wireless 
Rogers Canada 
SFR 
Singtel 
SK Telecom 
Sprint 
Starhub 
Swisscom 
Telefónica 
Telekom/T-Mobile 
Telstra 
Three UK 
TPO 
Turkcell 
Verizon 
Virgin Mobile 
Viva Móvil 
Vodafone 
Yourfone 
BRCK 
DIY Cellphone 
E-Mail Made in 
Germany 
Fairphone 
HP 
Internux 
LG 
Microsoft 
Motorola 
Mozilla Firefox 
Samsung 
Sony 
Threema 
Whatsapp 
Ziggo
Sasserath Munzinger Plus GmbH 
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und Markenentwicklung 
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TrendLab Telco Report 2013/2014

  • 1. TrendLab Telco Report 2013/14. Berlin, October 2014. TEASER 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.
  • 2. 2 From Liberalization to LIBERATION! TrendLab Telco Report 2013/2014
  • 3. 3 48 A1 Airtel Ampya AT&T Avea Base Bliep Boost Mobile EE E-Plus Fonic Fyve GiffGaff GNCTRKCLL Kreon Mobile TELCO BRANDS Mobile Vikings Movistar Netzclub Nokia O2 Ono Optus Orange Red Bull Mobile Republic Wireless Rogers Canada SFR Singtel SK Telecom Sprint Starhub Swisscom Telefónica Telekom/T-Mobile Telstra Three UK TPO Turkcell Verizon Virgin Mobile Viva Móvil Vodafone Yourfone Devices/Services BRCK DIY Cellphone E-Mail Made in Germany Fairphone HP Internux LG Microsoft Motorola Mozilla Firefox Samsung Sony Threema Whatsapp Ziggo SCOPE OF ANALYSIS
  • 4. SCOPE OF ANALYSIS Pro Sieben Sat. 4 BRANDS FROM RELATED INDUSTRIES MARKETS Airbus Allianz Amazon Apple Audi BMW Chevrolet DiaSA Dropcam Etalia Facebook Fitness First Glastonbury Festival GM Google Guardian Hoard Honda Hyuandai IA Workshop internet.org Limmex Locca Lock8 Macy’s Muuzzi mySugr Nest Labs Nike Novatis Nvidia Playstation Peru Poland Singapore South Africa South Korea Spain Switzerland Turkey UK US Zambia Argentina Australia Austria Canada Egypt France Germany India Indonesia Ireland Italy Kenya Netherlands New Zealand Rimowa Sainsbury’s Sproutling Startup Bus Technology Will Save Us Tesco Tesla Motors Tile Vice Media Volkswagen Waitrose Wembley Stadium Wikipedia Yahoo
  • 5. 5 Telco History & Future: The Path to Freedom. Yes, we love ecosystems. But only, if they leverage consumer freedom. launch of the iPhone power shift questions the role of telcos Trend Report 2008 Trend Report 2010 Trend Report 2009 Trend Report 2012 Trend Report 2011 the system is changing: telecommunication is opening up Trend Report 2013/14 ‘telemonarchy’ until the mid 90’s social media are initiating a shift in power a new, open (eco)system is growing
  • 6. 6 EASE POWER LIBERATION! JOY
  • 7. 7 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. 8 POST-CONTRACTISM Change of tariff culture towards EASE 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!
  • 9. 9 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. 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. 10 EASE
  • 11. “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 11
  • 12. Source: TrendLab Telco Think Tank 2014 12 “We are working on making our product always available, in any place in the world, for free – so it does not matter how much you pay or how much you have on your bank account. You can always use our app. And then it is just a matter of putting as many fundamental services in the app so that they are always available for people. This would liberate the users from always needing a contract, always needing money or being dependent on a place that connects them with the internet.” FREEK GILLE, Product Manager, *bliep Netherlands
  • 13. 13 POST-CONTRACTISM EASE 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 facebook.com/TMobile izwilson.me/my-work underconsideration.com
  • 14. 14 POST-CONTRACTISM EASE o2.co.uk/refresh digitaltrends.com, http://news.cnet.com trak.in youtube.com/user/yesoptus, facebook.com/yes.optus.eastwood o2online.de 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. Even business life is experiencing liberation – with more flexibility and ease in terms of contract management or the organi-sation of cloud services.
  • 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 EASE Access+ The internet is changing our lives at an overwhelming pace. Picking the right device and the right data plan can be a challenge. Not to mention the complexity of connecting and managing your data across all devices (smartphone, tablet, PC, television, smart watch, car etc.). Telecommunication companies have thus been developing their core product: ‘connecting people’ further by adding services and offers that help people navigate through the digital world more easily.
  • 17. 17 ACCESS+ EASE Personal service: In a world of technological complexity, the demand for personal services providing assistance is increasing. On a larger scale, telcos can even tailor their distribution channels to the specific needs of ethnic groups. getviva.com, adage.com Tariff design: In mature markets, digitalization opens the door for new value added services that can help (premium) telcos to push higher rates. All time accessibility: Data volumes and services can be accessed across various devices and even the usage of mobile devices abroad is getting more flexible, cheaper and faster. youtube.com/user/VFTurkiye vodafone.de Sasserath Munzinger Plus, theverge.com rogers.com
  • 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 EASE Mobilitization The most fundamental disruption for telecommunication companies is the detachment of device and identity. In the future, a person’s identity will become digital and no longer be attached to a single device but will be connected to various devices: smartphones, tablets, smart watches and even cars. A personal Internet of Things will arise and help people stay connected to their loved ones, their work and content anywhere and at any time. Telecommunication companies fuel the Internet of Things by making all devices sing together, launching initiatives and services aiming at making the peoples’ digital identities safe. But they can not solve these issues on their own. The mobilitization of society has climbed up the political agenda and telcos are challenged to redefine their role within this environment – from doing business to facilitating a new digital society.
  • 20. 20 MOBILITIZATION EASE theverge.com, att.com telegraph.co.uk Cars become LTE hotspots: Hotspots come either pre-installed as part of a partnership or – more flexible – as sticks, allowing customers to choose between brands. theverge.com openautoalliance.net Blurring boundaries between cars and smartphones: Car manufacturers open their app stores to developers and technology brands, such as Google, open their operating systems to car manufacturers, enabling a seamless integration of mobile apps. apple.com/watch/apple-watch psfk.com Connected Things: Since people are becoming ever more mobile, telcos enable them to monitor and control mobilized homes remotely. telekom.com my-digitallife.att.com limmex.com Wearables: Smart watches offer new forms of communication and wearables can help people to lead more independent, safe and healthy lives.
  • 21. 21 MOBILITIZATION EASE tagesschau.de digitale-agenda.de Security as prior issue: Due to the NSA Scandal, security and privacy dominate the public agenda and there is an increased demand for secure communication. Products and brands focusing on security: While politicians are still struggling brands have already created some inspiring solutions. e-mail-made-in-germany www.mozilla.org mobilegreeks.de
  • 22. Source: TrendLab Telco Think Tank 2014 22 “Privacy is something that – as a society – either you have or you don’t. I think it is everybody’s responsibility to protect privacy. Individuals are not able to fight an entire infrastructure of electronic communication and cannot be expected to carry the entirety of this burden. Therefore, the government should be more responsible, legislate wisely and respect human rights. And the private sector needs to cooperate as well because they ultimately maintain and develop a lot of the infrastructure that we use and that either empowers us to be in control of identities or not.” AMELIA ANDERSDOTTER, Formerly: Chairperson, European Pirate Party
  • 23. 23 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
  • 24. 24 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. 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 led to a point where people no longer listen to telcos. 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. 25 JOY
  • 26. NET EXPERIENCE: FROM BLAH-BLAH TO TA-DAH! JOY 26 thenextweb.com wembley.ee.co.uk ‘Network heavens’: By claiming spaces or offering free test drives, telcos let people experience the quality of their networks. explore.ee.co.uk/glastonbury twitter.com/BigGigAustin, cnet.com bloomberg.com, wantedinrome.com Liberating technologies: In mature markets, WiFi innovations enable new consumption models … … in emerging markets, circumstances call for whole new approaches. republicwireless.com telekom.de brck.com, google.com/loon horizont.net, thetutuproject.com Communications: Telcos face the challenge to make people both understand AND experience.
  • 27. 27 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
  • 28. 28 “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
  • 29. 29 JOY 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 communication. 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.
  • 30. THE MEDIUM IS … THE TELCO JOY 30 Reducing complexity: Entertainment, and serials in particular, help telcos to sell complicated products in the most uncomplicated way. vimeo.com/75012238 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. youtube.com/user/ShareATT youtube.com/giffgaff youtube.com/user/samsungmobileusa prosieben-smart.de youtube.com/user/three, thefwa.com, wklondon.com
  • 31. 31 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
  • 32. 32 “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
  • 33. 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 in which every single activity pays off. 33 JOY
  • 34. CREDIT UNLOCKED JOY 34 bell.ca shop.ee.co.uk phoneshopbysainsburys.co.uk adsoftheworld.com kampanyaburda.com psfk.com, facebook.com/Kreon.Mobile.Official Shared plans: Families, friends and companies are now allowed to share their data, plans and bills. Retail: By turning phone credit into a universal currency for shopping, telcos create a whole new loyalty system. Gamification and reward schemes: Possibilities are endless, especially when it comes to gamification and rewards. The more playful the better. macworld.co.uk i-Beaconization?: Technology brands have taken smartphone shopping to the next level.
  • 35. Source: TrendLab Telco Think Tank 2014 35 “I believe that people will not be aware of when they are using iBeacon technology. For people, the benefits they receive always stand in the foreground and they are not interested in the technology that happens in the background. If technology is able to make their daily lives easier and enable them to receive personalised offers in the supermarket, such as bundles that are based on their nutritional habits, this would be clear added value from a customer perspective. Using iBeacon, consumers also no longer have to make thoughts about payment, and this is why iBeacon will become the next generation of payment.” MARLEY FABISIEWICZ Founder, Upnext
  • 36. 36 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 POWER 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!
  • 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. DIY-ment. How does empowerment really work? How does empowerment 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 most of all inspiration for people to do things themselves that used to only be the business of big corporations. DIY-ment is about giving them a voice, a 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. 38 POWER
  • 39. DIY-MENT POWER 39 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. marketingweek.co.uk helpouts.google.com blueinsider.o2.de Giffgaffization: Customers become an active part of telco’s marketing. facebook.com/yourfone joannerosedesign.com, mumbrella.com.au loveischanginghistory.com
  • 40. 40 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. “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 medya.turkcell.com.tr 41 our people in Turkish language.” SUREYYA CILIV CEO Turkcell
  • 42. 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 … 42 POWER
  • 43. EMPOWERMENT THE MARGINS PPOOWWEERR 43 google.com/entrepreneurs Women/Acceleration: Many startup initiatives focus on women, supporting them with networking opportunities, knowledge and money. theathenanetwork.com.so Access to Knowledge: Telcos use their infrastructure to facilitate the accessibility of knowledge – sometimes at practically no cost. turkcell.com.tr youtube.com youtube.com Emerging countries/Affordability: Established brands can solve fundamental societal problems and make the internet more affordable for the margins. Migrants/Integration: Focusing on multi-cultural integration, telcos hope to win over customers by offering tariffs and services that address specific ethnic groups. adage.com
  • 44. 44 “I believe, in fact, that good can be done via entrepreneurial means. With entrepreneurial means and even via the earning of money it is simultaneously possible to change society for the better. I do not think that this must be through donations as I believe that companies are at their strongest when they also have the possibility to earn profit as that still is what business is about. But it is especially advantageous if businesses can earn money through something that creates societal value at the same time.” DR. MARK SPEICH Executive Director, Vodafone Institute for Society and Communications Source: TrendLab Telco Think Tank 2014
  • 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 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
  • 46. 46 POWER 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.
  • 47. DESTINATION EMPOWERMENT POWER 47 telefonica.com, wayra.org, prepaidmvno.com, thedrum.com Startup and innovation campuses: Telcos create environments for innovation based on openness and partnership. orange.com, umaparis.com, facebook.com/numaparis Flagships: By combining café, shop and incubation, telcos have created a new type of flagship store for the age of empowerment. justcurious.co.za, www.facebook.com/bransoncentre 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.
  • 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 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 …
  • 49. 49 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 Fields of Action for Telco Companies:
  • 50. 50 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 EASE: INNOVATE further develop, improve and extend your core product
  • 51. 51 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 EASE: INNOVATE further develop, improve and extend your core product JOY: FIND PARTNERS create relevant and valuable content
  • 52. 52 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 EASE: INNOVATE further develop, improve and extend your core product JOY: FIND PARTNERS create relevant and valuable content POWER: TRANSFORM rethink your organization to be able to empower and benefit from others
  • 53. 53 For the full 160 slide report please contact Devices/Services Adam Domanski ad@sasserathmunzingerplus.com 48 A1 Airtel Ampya AT&T Avea Base Bliep Boost Mobile EE E-Plus Fonic Fyve GiffGaff GNCTRKCLL Kreon Mobile TELCO BRANDS Mobile Vikings Movistar Netzclub Nokia O2 Ono Optus Orange Red Bull Mobile Republic Wireless Rogers Canada SFR Singtel SK Telecom Sprint Starhub Swisscom Telefónica Telekom/T-Mobile Telstra Three UK TPO Turkcell Verizon Virgin Mobile Viva Móvil Vodafone Yourfone BRCK DIY Cellphone E-Mail Made in Germany Fairphone HP Internux LG Microsoft Motorola Mozilla Firefox Samsung Sony Threema Whatsapp Ziggo
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