In times of digitization, technology gets more and more part of our lives. From health care to fitness/sport, over fashion and textiles, to interior design and not to forget the automotive industry – everything is getting smart and Deutsche Telekom is shaping a digital society and is driving digital lifestyle trends. It is indeed a crucial transformation where the usage of belongings and the peoples’ behavior change, and where connectivity, low latency, a secure network and cloud services are needed. Therefore, Deutsche Telekom is creating imaginative brand experiences to make customers’ lives more enjoyable through cutting-edge technology. This session will take a deep dive into: How Deutsche Telekoms’ brand management contributes to shape a Digital Lifestyle Brand through imaginative experiences From Interior Design to Smart Fashion – new ways to make customers’ lives more enjoyable Feel connected – the relevance of brand experiences

1. fEel connected:
Shaping a digitial lifestyle brand through imaginative
customer experiences
by ANTJE HUNDHAUSEN
VICE President brand experience, Deutsche Telekom

2. The question is:
what‘s next after the
smartphone?

3. How generation z is envisioning the future

4. 76 %
I wear contact lenses that can take pictures
61 %
Wearables and other devices will replace my
smartphone
78 %
Drones help me getting what I need
75 %
I own a robot as personal assistant
Source: Survey Deutsche Telekom 2016, n=152 (Amsterdam, Singapur, Frankfurt, Seoul)
Everything is connected

5. Corporate Fairs
Fashion fusion
Art Collection Telekom
Future work
Shop design
Antje Hundhausen
Vice President Brand Experience
Shop Design

6. innovaTIVE digitial
lifestlye trends.

7. Growing Impact of
smart fabrics
Sports
Health
Smart Living
Smart Retail
Automotive
Workwear

8. Telekom as enabler
and strong partner
#CONNECTIVITY
#CUSTOMER
EXPERIENCE
#COLLABORATION
#ARTIFICALINTELLIGENCE
#BLOCKCHAIN
#IOT
#CLOUDSERVICES#LOWLATENCY
#AUGMENTEDREALITY
#SECURENETWORK

9. Current developments in Fashion & Technology
Maartje Dijkstra

10. Vision
Fashion fusion is our program at the
intersection of textiles and technology –
turning visionary concepts into lifestyle
reality.
Mission
▪ Enabler and strong partner for the
movers and shakers from the fields of
smart Textiles and technologies
▪ Making our costumer experience more
complete, more tangible – personal,
mobile, sustainable and always close to
the body Fashion Fusion

11. Einbettung Film

12. TRAINWEAR
Virtual personal trainer integrated
in sophisticated sportswear.
Founding startup, applied for a
patent and online shop in progress.
MAARTJE DIJKSTRA
TranSwarm Entities: A fusion
of 3D printing and drone
technology culminates in a
striking fashion performance.
Success stories

13. Telekom fashion fusion &
Lufthansa flying lab
▪ Enriching flight experience of
the Future.
▪ Well-being, entertaining and
service enrichment
▪ prototypes in real life
environment
TEAM Smart Chair
Take off to las vegas in January 2018
Exclusive partner challenge

14. Telekom Fashion fusion
& Lufthansa Flying Lab
TEAM Feel.Flight
Inflight conference with
Camille Bénech & Paul
Dillinger, Project
Jacquard Google & Levis
Reception Event
Las Vegas &
Live Podcast with
Liz Bacelar
TEAM LYRA

15. Challenge 2018
NavigationSystem
„Isabelle“
Project Love
Navigation_Bracelet
SorabyRadice
KeyPod
Infimé
Interknitting
NetworkNerves
Smart Orthosis

16. Fashion Fusion’s growing ecosystem

17. …and there is even more we create and connect!
“don’t think about sales per square Foot,
but experience per square Foot.”
Mind shift

18. MIND SHIFT: EXPERIENCE PER SQUARE FOOT

19. Shop evolution 2020: Flagship store munich

20. Anne Schwarz-Pfeiffer | Fashion Fusion & Lufthansa Flying Lab Challenge | Nov. 7th, 2017
TELEKOM SHOP FRANKFURT ZEIL

21. B2C
▪ Workshops: transfer of digital expertise
▪ Product sessions: try-outs, product presentations, unboxings
▪ Digital culture: (local) artists present digital art
▪ Speeches/lectures: points of view, readings
▪ Performances: acts, influencers
▪ Maker: B8ta, startups, designers, entrepreneurs
▪ Code school: programming school for young adults
B2B
▪ Product deep dives
▪ Hands-on sessions
▪ SME solutions
Customer Experience: Microevents

22. Customer
experience
expert
CONNECTED TO LOCAL
(DIGITAL) CULTURE
EVENT MANAGER
STRONG RELATION TO
DIGITAL TOPICS
RETAIL
EXPERIENCE
DIGITAL MARKETING SKILLS
FORMATIVE POSITION: CUSTOMER EXPERIENCE EXPERT
▪ Strong affinity for digital topics
(lifestyle, hardware, software, digital transformation)
▪ Well connected in the local digital scene
(technology, design, art)
▪ Good understanding of retail and omnichannel
communication
▪ Event management experience to plan and run events
▪ Digital marketing skills to promote
events independently
New skills: Customer Experience Expert

23. We enrich the digital society through
imaginative customer experiences.
telekom as a trusted companion.