Deutsche Telekom’s aim is to enrich people’s lives by identifying digital trends, driving innovation, as well as turning visionary concepts into everyday reality. By connecting people to the opportunities of now, we are making people’s life smarter and enjoyable. Our future generations are seeking for imaginative experiences, inspiring co-creation, priceless moments and be part of designing the future. Hence, the gap between the younger and older generations is increasing not only through a steady technological progress. Deutsche Telekom lives diversity and thus unleashes the gateway to connect generations.

1. ANTJE HUNDHAUSEN
DEUTSCHE TELEKOM

2. BRAND DRIVEN CHANGE
HOW TO CONNECT HEARTS AND MINDS OF
THE FUTURE GENERATIONS
by Antje Hundhausen
Vice President Brand Experience, Deutsche Telekom AG
1

3. FASHION FUSION
Corporate Fairs
Art Collection Telekom
Future Work
Shop Design
Antje Hundhausen
Vice President Brand Experience

4. Who is Gen Z
BORN IN 1995 OR LATER.
DIGITAL RESOURCES HAS MADE THEM MORE EDUCATED,
KNOWLEDGEABLE AND SELF-RELIANT IN DECIDING FOR
PRODUCTS / SERVICES.
ACTIVELY SHARE THEIR OPINIONS, COLLABORATE AND CO-
CREATE WITH BRANDS.
EXPECT THAT BRANDS ARE TRANSPARENT, TRUSTWORTHY,
AUTHENTIC AND RELEVANT.
Source: IBM Institute for Business Value
Greta Thunberg, the
Swedish 16-year-old,
who's cutting class to
fight the climate crisis.

5. How Gen Z is envisioning the future

6. Source: Survey Deutsche Telekom 2016, n=152
(Amsterdam, Singapur, Frankfurt, Seoul)
Everything is connected
I WEAR CONTACT LENSES THAT CAN TAKE
PICTURES
WEARABLES AND OTHER DEVICES WILL
REPLACE MY SMARTPHONE
DRONES HELP ME GETTING WHAT I NEED
I OWN A ROBOT AS PERSONAL ASSISTANT
76%
61%
78%
75%

7. Quelle: Gucci

8. Growing Desire FOR PHYSICAL Social Experiences
PREFERRED SHOPPING CHANNEL BY AGE
Source:
bevh-Studie "Interaktiver Handel in Deutschland B2C" 2016
Shopper-First Retailing: What Consumers are telling us about the future of shopping. Sales Force/Sapient
Razorfish 2017
ALL AGES APPRECIATE THE PHYSICAL EXPERIENCE OF
STATIONARY TRADE.
WITH THE GENERATION Z THE PREFERENCE FOR
PHYSICAL STORES EVEN INCREASES AGAIN.
41%
47% 46%
43%
37%
33%
59%
53% 54%
57%
63%
67%
18-24 25-34 35-44 45-54 55-64 65+
Online Physical Retail Stores

9. …and there is even more we create and connect!
“Don’t think about sales per square foot,
but experience per square foot.”
Mind Shift

10. Source: Youtube

11. Source: Alibaba

12. Source: Amazon

13. Source: Today at Apple
Today at Apple.

14. Source: Supercandy Pop-Up Museum
Pop-Up Museum

15. Memorable & Priceless moments
Source: Deutsche Telekom

16. Our gateway
to connect
Gen Z

17. Reshaping retail design
Telekom Germany: 724 own Shops
Telekom EU: 1030 own Shops
Partner Shops GER & EU: 1922 Shops
US: 2500 own Shops

18. Reshaping retail design

19. Reshaping retail design

20. T-Mobile US

21. Customer
experience
expert
Well connected in the
local digital scene
EVENT MANAGER
Strong affinity for digital
topics
RETAIL EXPERIENCE
DIGITAL MARKETING skills
Mindshift: cultural change
Incentives
Motivation

22. Connectivity
FOR YOUNG PEOPLE UNDER 28

23. Music

24. eSports / Gaming @ IFA

25. Art Collection Telekom
Lito Kattou
EMLET, Listen To Us, We
Greet You In Silence 2018
Telekom Headquarter
YOUNG ART LOVERS
Art format starts 2018 with five dates for schools and universities
Art parcours at Telekom headquarters shows works by young
Southeastern and Eastern European artists

26. Corporate Responsibility
SOCIAL COMMITMENT
CLIMATE, ENVIRONMENT & PLASTICS
DATA PROTECTION & DATA SECURITY
DIGITAL RESPONSIBILITY & PRIVACY
SUSTAINABLE LIFESTYLE
MEDIA SKILLS FOR EVERYONE
https://www.telekom.com/en/corporate-responsibility
https://wecare.telekom.com/en/

27. Education

28. digital talents incubator | Macedonia

29. Telekom Fashion Fusion

30. Code+Design Camp

31. Our gateway
to connect
Gen Z