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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