The document describes Deutsche Telekom's transformation from a technology-based brand to an experience-driven brand, emphasizing its role in enhancing social connections through digitalization. It highlights the importance of accessibility to digital networks for fostering community and relationships, which are fundamental to happiness and well-being. Additionally, it outlines the company's commitment to social responsibility by bridging the digital divide and enabling participation in the digital world.

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From the technology brand to the experience brand
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2. Brand-Driven Progress 1

3. 2 Brand-Driven Progress Brand-Driven Progress 3
Contents
care.
we
WhyWhy we should all
have access to
the digital world.
How we
transformed.
Our development
from a technology brand
to an experience brand.
part of
Becoming
your life.
Implementation
on all levels.
A brand unfolds its true
potential when it touches
people – everywhere
where they come into
contact with it. The
messages must be rele-
vant and authentic, the
communication channels
precisely coordinated to
each other.
This is exactly how we
pass on our stories to
people.
56 Brand Driven Progress
Make it
simple. Brands are effective when
they have a clear profile.
Succinctly, it represents an
idea that people can identify
with and that corresponds
to their personal goals.
Above all, however, strong
brands have one thing in
common: they are easy to
understand.
Consistent
simplification.
Brands create meaning beyond
the obvious product advantages.
The additional value of the
Telekom brand lies in the
participation in digital life and
in enriching experiences enjoyed
when interacting with others and
sharing our special moments,
experiences, knowledge, ideas,
and opinions. For our customers,
the focus is not on the technology,
but rather on the interpersonal
relationships which are made
possible.
What we
stand
for.
The brand’s
message.
A strong brand means more
than simply a good claim and
emotional images. For us, it
must take a sociopolitical stand.
Taking
responsibility.
Going further and
accepting responsibility.
We do not just want to provide a reliable
network. We also understand our brand
as a mandate for better social cohesion.
Prepared for
tomorrow.How the brand
prepares for the
future.
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Foreword Page 5
Publication details / Image credits Page 236
Are
you
happy?
What
drives us
humans.

4. 4 Brand-Driven Progress Brand-Driven Progress 5
This is a book for everyone passionate about the power of brands.
How they enrich our lives, how they ensure continuity, and also
how they permit progress in these rapidly changing times.
Brand-driven progress means more to us than simply using
the brand to increase sales. Plenty of companies manage that.
We have always focused on driving forward change within the
company and, ultimately, whenever possible, positively supporting
social change too. That is our understanding of brand-driven
progress. A dynamic scene in which the Telekom brand has a special
role to play.
Deutsche Telekom’s journey in recent years could be described as one
from a technology brand to an experience brand. Clear and rational
progression. However, there were also some captivating stops along
the way. Milestones, which reminded
us time and time again of our ultimate
goal: connecting people and allowing
them to benefit from the opportunities
offered by digitalization. Life is for sharing. It takes more than a lucky
hand to spark people’s enthusiasm. It takes a sound strategy with
long-term goals and yet the capacity to react flexibly to changes.
Our journey illustrates what an enormous impact a brand can have
on a company and its value. We hope that you will join us on our way.
Foreword

5. Are
you
happy?
What
drives us
humans.
6 Brand-Driven Progress Brand-Driven Progress 7

9. 14 Brand Driven Progress Brand-Driven Progress 15
As the old saying goes: A joy shared
is multiplied; a sorrow shared is
divided. But why is that? Why do we
prefer to share special moments
rather than experience them alone?
We humans are social beings, per-
haps even the most social on the
whole planet: society and connec-
tions with others form the core of
what we are. We organize ourselves
into groups and forge family ties,
establish romantic relationships, and
nurture friendships. These connec-
tions are almost always the product
of shared experiences and the
exchange of ideas, opinions, and
knowledge.
The relationships which develop
in this way bring us together
and allow us to become part
of a community.
!`Ùc
âÏØT
1Øâ?
It’s been
far too long!
Bu t here we are
now: cold noses,
warm hearts.
Relationships enrich our
lives. After all, humans
only feel safe and secure
in the community.

10. Relationships
Sunday morning the way it should be: Time to snuggle
Sunday morning the way it should be: Time to snuggle
with this lit tle monkey. Pancakes coming up.
with this lit tle monkey. Pancakes coming up.
Joking, fighting, shouting, making up,
breathing. Everything is more fun when
you’re around!
make us

11. Charles Darwin knew back in the
19th
century that our species is
particularly distinguished by inter-
personal relationships. Coopera-
tion and collaboration with other
individuals create a sense of safety
and security. A long time ago, this
was necessary for survival – over
the millennia, it developed into an
instinctive urge which steers our
behavior. Even today, we still
subconsciously refer back to
these ancient behavioral patterns,
imprinted in our brains, and
allow them to guide us.
We want to be connected.
We interact and communicate
with other humans. In doing so,
we establish relationships that
bring us joy and enrich our lives.
According to the behavioral
researcher Nathaniel Lambert,
“Discussing positive experiences
leads to heightened well-being,
increased overall life satisfaction,
and even more energy.”
In her book Happy Money, the
Canadian psychology professor
Elizabeth Dunn writes that
money only contributes to
our perception of happiness
Robert J. Waldinger sums up the
current state of research as fol-
lows: “Good relationships keep us
happier and healthier.”
Dr. Waldinger is a psychiatrist and
professor at Harvard University.
In two longitudinal clinical studies,
researchers there asked 724 Amer-
icans over a period of 75 years:
What does happiness mean for you?
They analyzed their life stories,
careers, and marriages, assessed
their physical condition, and
scanned their brains. Dr. Waldinger
has accompanied both the Grant
Study and the Glueck Study as the
study director for many years.
We can even physically appreciate
how strongly stable connections
and intensive exchange within
them form the basis for happiness:
contact with others – be it merely
eye contact – activates our reward
system.
A trusting relationship contributes
to a relaxed nervous system and
healthy brain.
This is indeed so true that the
presence of a loved one alone can
ease mental anguish and even
physical pain. In contrast, those
surveyed in the Harvard study who
had not been in a stable, interper-
sonal relationship for a long period
of time not only felt unhappy, but
their physical constitution also
declined significantly as they aged,
their brain functions waned, and
they passed away earlier than
other test subjects who considered
their relationships stable. Connec-
tivity keeps us healthy.
The much sought-after secret to
happiness is therefore basically
incredibly simple: joie de vivre is
intrinsically linked to close rela-
tionships. They develop from the
interaction between people and
the resulting sense of belonging to
a community.
Or, as the boxing champion
Muhammad Ali once put it:
“Friendship is the hardest thing in
the world to explain. It’s not some-
thing you learn in school. But if you
haven’t learned the meaning of
friendship, you really haven’t
learned anything.”
if it allows us to experience things
with family or friends – for exam-
ple attending concerts or going
on vacation.
We love experiencing unique
moments and sharing these with
the people who matter to us.
When we tell our partner about a
good idea or share our knowledge
with colleagues and this gives rise
to a new development, we experi-
ence respect and recognition.
As such, relationships not only
give us new perspectives – they
also make us happy.
Scientific research has focused
intensively on happiness in recent
decades. The findings are clear:
It is not money or fame which lays
the foundations for a fulfilled life,
but the quality of close relation-
ships – a happy marriage, solid
friendships. For example, in his
study Beyond Money, the Ameri-
can psychologist Edward Diener
(aka Dr. Happiness) writes that the
happiest ten percent of the teen-
agers surveyed all had one thing in
common: strong family ties and
friendships.
Further information on the Grant Study and Glueck Study
TED Talk: Elizabeth Dunn
(“Helping others makes us happier – but it matters how we do it”)
18 Brand-Driven Progress Brand-Driven Progress 19

12. a
f
e
and
s
o
u
n
d
E n r i c h ing
e x p e r i ences
COMMU
NITY

13. Brand-Driven Progress 23
22 Brand-Driven Progress
We
wanted to know
from our employees:
What
motivates
you?
Responsibility
We want to be able to get behind something, to defend and
embody our convictions. That is what matters to Mike Steiner.
As such, he expects a clear position from his employer that he
can identify with.
“It’s not always about epic
success stories. Everyone
can change and thereby
improve something just by
taking small steps.”
“For me, working
in a team of
forward-think-
ers and helping
shape innovation
day in, day out
is a great source
of motivation.”
“For me, it’s all
about taking a stance.
Professionally too.”
Diversity
Each and every one
of us can do a lot of
good, even with small
actions. Kerstin Bojen
is convinced of that.
It is because we are
all different. In
different roles and
positions, we achieve
a great deal everyday
that helps us progress
as individuals, as part
of a team, and as a
society.
Reinvigoration
We strive to enrich our lives with good
ideas. However, it is only possible if
we identify changes quickly and react
appropriately. That is exactly what mo-
tivates Christian Risken. He wants to be
part of a team that blazes the trail and
is the first to establish trends.
Embodying the spirit together –
for our shared success!

14. care.
we
WhyWhy we should all
have access to
the digital world.
24 Brand-Driven Progress Brand-Driven Progress 25

15. Express yourself:
Communication is a basic
human need.
It is in our nature to share our
experiences, knowledge,
opinions, and special moments.
From time immemorial, we
have searched for the means
and tools to facilitate exchange
and allow communication over
large distances.

16. Connect:
Today, thanks
to digital
technologies,
humankind
has access to the
best and fastest
communication
networks in its
entire history.
In theory,
we can connect
with any person
at any time –
wherever in the
world we are at
that moment.

17. 30 Brand-Driven Progress Brand-Driven Progress 31

18. Brand-Driven Progress 33
Digitalization is
making life simpler
and more convenient.
It is shaping our
day-to-day lives just
as much as society,
culture, economics,
and politics.
We share our
knowledge, positions,
experiences, and
ideas in the online
community.
The digital revolution is evident in
many areas of life, for example the
way in which we learn and work: we
take online seminars, research in
digital encyclopedias, and visit vir-
tual museums from the comfort of
our own homes. In our professional
lives, we cooperate with colleagues
around the world via the Internet
cloud, while smart machines steer
production processes. Self-driving
cars and mobility apps are paving
the way for completely new traffic
concepts. Big data analyses reduce
risks – be that in the fight against
crime or the early detection of dis-
eases and catastrophic natural
weather phenomena. Authorities use
online systems to offer citizens more
efficient services. And sensor tech-
nology installed in apartments
makes it easier to care for the
elderly; thanks to video conferenc-
ing, the sick receive better and more
rapid treatment.
Our daily life is shifting
further and further into
the digital world.
But that also means that it is barely
possible or only possible with great
difficulty to participate in vital areas
of life without a connection to digital
networks – banking transactions,
professional opportunities, tax
matters, social debates, cultural
offerings. This also goes for day-to-
day activities such as renting bicy-
cles and paying at the supermarket
checkout.

19. Brand Driven Progress 35
34 Brand Driven Progress Brand-Driven Progress 35
34 Brand-Driven Progress Brand-Driven
ven
ven
en P
Pr
Pr
Progr
og
gr
o ess 35
34 Brand-Driven Progress

20. 36 Brand-Driven Progress
aggression in the worst
case scenario. The divide
becoming apparent here is
enough to threaten social
cohesion and even our basic
democratic order.
In contrast, those who sense and
experience that they are not being
left behind gain in self-confidence.
The same is true of those who
establish relationships and can inte-
grate into the new, digital world. Opti-
mism and self-efficiency thrive instead
of isolation. Digital participation is
becoming a fundamental requirement
for a happy and fulfilled life.
Proficient use of digital applications is
becoming more and more of a cultural skill
like reading and writing.
Those who fail to master it or have no access to
the endless possibilities of the digital world will
sooner or later become the odd ones out in the
analog world. Being offline then translates to
being excluded from the cultural, political, and
economic stage. Digital participation as defined
here is the social issue of our time. In Germany,
across Europe, around the world.
According to a study conducted by the Euro-
pean Commission, one third of people now feel
unable to keep up with digital requirements.
There is a growing fear in society of losing
control and lacking the right expertise. Some
people feel a diffuse anxiety of becoming
dependent on technology. Others, often well
educated people, too, feel underqualified and
are worried about losing their job. Older people
feel at a disadvantage in terms of the use of
online services. Youngsters are excluded from
their clique for not having the latest smart-
phone. Those who fail to keep up in this digital
era are at risk of being marginalized. Such anxi-
eties gnaw away at our self-confidence and lead
to frustration, which can manifest as anger and
ssion in the worst
scenario. The divide
ming apparent here is
gh to threaten social
ion and even our basic
cratic order.
trast, those who sense and
ence that they are not being
ehind gain in self-confidence.
ame is true of those who
lish relationships and can inte-
into the new, digital world. Opti-
and self-efficiency thrive instead
ation. Digital participation is
ming a fundamental requirement
happy and fulfilled life.

21. ogy standard for mobile networks, required
above all for automation and the Internet of
Things. On the other hand, Telekom also takes
its social responsibility extremely seriously and
does not allow itself to lose sight of its mission
statement. Our networks create connections –
as a company, we maintain a clear position: we
don’t want anyone to feel like they are being
left behind. Or overwhelmed. It is decisive for
our communities and our prosperity that all
individuals can not only make the transition to
the digital future but also help shape it.
“Life is for sharing.” is thus a brand
core of the utmost relevance, particularly
in our polarizing times.
Deutsche Telekom stands for digital equal
opportunities more now than ever before.
This includes the fact that we, as a trusted
partner, actively help to shape social change
and, wherever possible, combine digital
innovations with social benefits. We connect
rural regions to the network, promote educa-
tion and scientific initiatives such as research
into dementia, and reinforce the digital capa-
bilities of future generations with projects like
“Coding 4 Kids”, “Code and Design Camp”,
“TAKEPART-Stories”, and “Telekom macht
Schule”. With this, we aim to allow everyone to
tap into the potential of this fascinating world
of new possibilities for themselves.
Politics and business must
therefore take on the task of
allowing all citizens to be at home
in the digital society.
This is where Deutsche Telekom’s
central duty lies. As participation and
relationships are naturally of special
importance for human beings and digi-
talization establishes the correspond-
ing basis in our age, we see ourselves
as responsible for connecting all indi-
viduals with the opportunities of the
digital world. And that in both senses:
On the one hand, we provide the tech-
nical infrastructure for digitalization.
That’s why we are investing billions of
euros into the expansion of broadband
networks for private households, com-
mercial enterprises, authorities, and
institutions year after year. Telekom is
a pioneer in terms of the 5G technol-

22. 40 Brand-Driven Progress Brand-Driven Progress 41
Enabling
connections–that’s
theideathat
wehaveinternalized
andtheideathat
motivatesusday
afterday.

24. 44 Brand-Driven Progress Brand-Driven Progress 45
It is in our nature to seek the company of others: humans
need this interaction in order to move forward. Sharing
fosters closeness. It is the very reason we choose to share
our important moments with those important to us.
We share events, experiences, and opinions – sometimes
even our possessions. We share knowledge and our ideas.
And quite often, by sharing these thoughts, we turn them
into something bigger, something better.
That is what drives us.
We, Deutsche Telekom, are more than just another
company, which provides society with infrastructure.
Whatever the circumstances, we are a trusted companion
in both people’s private and work lives. Whenever.
Wherever. Forever making life easier for people and
enriching it is our mission.
Our network is an artery pumping life: fast, reliable,
and secure. It provides easy access to all who need it.
We are close to the consumer and are transparent, fair,
and open to dialog. We identify innovative products
at an early stage and develop them in collaboration
with our partners. We do all of this better than anyone else.
This ability forms the basis of trust – an essential
ingredient for long-lasting relationships.
Precisely this is the essence of our work at Deutsche
Telekom. Together, with passion, focus and sustainability,
we are entering a world of infinite possibilities for each
and every one of us. It is our contribution to social
togetherness.
This connects us.
WE WON’T STOP
UNTIL EVERYONE IS
CONNECTED.

26. 48 Brand-Driven Progress Brand-Driven Progress 49
Strong
brands
create
a deeper
meaning.
They are relevant as they
address implicit goals of
humans and thus offer
additional value.
Deutsche Telekom
enriches the lives of people
by enabling participation
in the digital world.
And, in doing so, fosters
joint experiences and
meaningful relationships
between people.

27. 50 Brand-Driven Progress Brand-Driven Progress 51
gress Brand-Driven Progress 51
We build a
recognized
digital company
where people like
to work
We make
everyday life
smarter
We help
society to
bridge the
digital divide
We transform
businesses
and public sector
We liberate the internet
We wonʼt stop until
everyone is connected
to the opportunities of
the digital world
Our
brand
positioning.
BRAND ASPIRATION
How do we bring our promise to life?
BRAND PROMISE
What is our mission?
BRAND CORE
Implicit customer
reward
Enriching life
Participation
Joint experiences
LIFE IS FOR SHARING.

28. How we
transformed.
Our development
from a technology brand
to an experience brand.
52 Brand-Driven Progress Brand-Driven Progress 53

29. 54 Brand-Driven Progress Brand-Driven Progress 55
Deutsche Telekom evolved quickly in the
years following privatization. The product
offerings and service portfolio increased
in number and size so rapidly that custom-
ers quickly lost track. The brand identity
became unclear and confusing. At the
same time,
young tech-
nologies
and the
growing
conver-
gence of
the fixed network, mobile communications,
television, and the Internet demanded a
different and integrated way of thinking.
Starting in 2007, Deutsche Telekom
introduced a new strategy in order to
position itself as a full-service provider –
everything from a single source, every-
thing under one brand. In addition to the
simplification of the brand architecture,
this also meant internal realignment.
The focus was now placed on participa-
tion in digital life and the shared, enrich-
ing moments made possible by these new
opportunities. This has since been per-
fectly summed up by the claim “Life is for
sharing.” It is related to a more far-reach-
ing change within the whole company –
it is the brand which has made this
change visible across national borders.
A new
start

30. Brand-Driven Progress 57
Make it
simple. Brands are effective when
they have a clear profile.
Succinctly, it represents an
idea that people can identify
with and that corresponds
to their personal goals.
Above all, however, strong
brands have one thing in
common: they are easy to
understand.
Consistent
simplification.
56 Brand-Driven Progress

31. A hodgepodge of products, silo
mentality, different national sub-
sidiaries right across Europe: In
hindsight, the Telekom years follow-
ing the turn of the millennium were
like something out of the Wild West.
With the second postal reform in
1995, Deutsche Telekom had finally
arrived in the market economy – and
it faced major challenges: The for-
mer authority had to transform into
a company geared to the needs of
its customers. And, at the same
time, it had to satisfy the enormous
demand for state-of-the-art tele-
communication solutions. The public
opinion was “The head has turned,
but the body is yet to follow suit.”
Long processing times, inflexible
tariffs, a lack of service mentality –
all of these things caused Telekom
problems. Prices and market shares
in the fixed network segment
decreased under pressure from rival
companies and powerful competi-
tion was establishing itself in the
growing mobile communications
market.
Nevertheless, the four-pillar strategy
comprising the mobile communica-
tions division T-Mobile, the fixed net-
work business T-Com/T-Home, the
Internet offering T-Online, and the
business customer line T-Systems,
seemed to be effective at first. The
independent brands were able to
master the boom in demand
Brand-Driven Progress 59
Confusion, diversity,
the dawn of a new
era: How the brand
creates identity.

32. 60 Brand-Driven Progress
well. Telekom was maneuvering sta-
bly in a rapidly evolving industry.
However, this brand approach also
had a flip side: each organization
was constantly releasing new prod-
uct versions and brands tailored to
its individual identity, resulting in
separate silos and a plethora of
redundant structures and processes.
The range of services on offer
became unclear and confusing:
devices for use at home which also
offered mobile functionality – who
should the customer contact in case
of questions? Above all, this new
diversity meant one thing: increased
complexity. Customers, however,
expected solutions from a single
source.
Almost symbolically, the Rhine sepa-
rated the mobile communications
division from the fixed network divi-
sion: T-Mobile was based on the
right of the river and its fixed net-
work counterpart on the left. In fact,
there was just one kilometer as the
crow flies between the two organi-
zations, whose representatives met
in legendary “cross-river meetings”.
The participants recall how it some-
times felt as if they were heading
into battle, although now they can
look back on the gatherings with a
fond smile. In those days, there were
heated discussions on many an
occasion, with tempers sometimes
truly flaring. Ultimately, the divisions
were often competing against each
other within the same company. The
inconsistency of the brand image
continued with the international
expansion: The subsidiaries outside
of Germany were also pursuing their
own strategies and goals.
In the mid-2000s, the amalga-
mation of the fixed network and
mobile communications segments,
television, and the Internet
demanded a new strategic
approach: Integrated solutions
instead of parallel developments.
Telekom’s answer to the new chal-
lenge was: a return to one brand and
a single logo – the T from Telekom.
The replacement of the logo on the
roof of the T-Mobile headquarters
represented the turning point in the
new business strategy. The brand
functioned as a catalyst for change.
The implementation of the one-
brand strategy also affected struc-
tures, processes, and product devel-
opment. The employees recognized
the benefits of the changes and
swiftly took their leave from the old,
separate identities of the organiza-
tions. The success allowed a new
identity to emerge. A joint one.
Return to
one brand
F
L
A
S
H
B
A
C
K
!
Do you remember?
The logo on the roof of the T-Mobile headquarters once
shone right over to the other side of the Rhine, where
the fixed network division was headquartered. Back
then, in the mid-2000s, Bettina Klein was working for
the mobile communications division. “We identified
strongly with T-Mobile,” she explained. The logo on the
roof was the symbol of this identity. As such, its replace-
ment in November 2008 was truly viewed as the dawn
of a new era: The T from Telekom was installed on the
building almost overnight. T-Mobile employees had
been notified in advance, but “there was still a touch of
melancholy in the air,” Bettina recalled. “Nevertheless,
we soon realized what a huge opportunity this new
strategy was going to offer us.”
Above all, the new
,
diversity meant one
y
thing: increased
g
complex
p

33. Brand-Driven Progress 63
By 2007, the
range of different
offerings and brands
at Deutsche Telekom
had grown to such an
extent that the brand
image was becoming
increasingly diffuse.

34. Brand-Driven Progress 65
Yet, the restructuring
doesn’t merely render
the brand identity more
consistent for the cus-
tomers, it also has a positive
effect on the corporate
culture – away from the silo
mentality and towards an
understanding as a strong,
Group-wide team.
One company, one voice,
one T. The brand stands out
like a lighthouse, providing
a reference mark and
driving forward change.

35. 66 Brand-Driven Progress Brand-Driven Progress 67

36. Focus on
segment brands
Considerably clearer: In order to simplify
the brand architecture, Telekom slims
down its brand identity to segment brands
in a first stage. This is followed in 2008
by the introduction of the standardized
guiding principle “Life is for sharing.”.
A lack of clarity
Customers are presented with a confused
array of offering and sender brands.
Transparency and a clear profile? No chance!
A global brand
With the further development of the image,
Telekom focuses on the color magenta and
a simplified logo. The goal: one global brand.
Even countries with a mobile communications
focus now switch gradually from T-Mobile to
the T brand. The T-Systems brand is still
retained for certain key accounts and busi-
ness customers.
Everything from a
single source.
Clear, simple, understandable: Deutsche Telekom positions itself
as a full-service provider across the whole of Europe with
the “T”. Today, the Telekom umbrella brand encompasses the
entire portfolio – from the mobile communications network to the
Internet right up to entertainment: one company, one brand.
This bundling of the offerings under one clear brand represents
an important step towards sustainability.
2007
2006
2010
2013
Brand-Driven Progress 69
68 Brand-Driven Progress
Harmonization
under the T
The brand diversity is further reduced; the
image harmonized. Germany is the first country
to implement the new strategy with the
T brand completely, hand in hand with the
strategic realignment “Erleben, was verbindet.”
– the German version of the guiding principle
“Life is for sharing.” Poland follows suit in the
same year.

37. 70 Brand-Driven Progress Brand-Driven Progress 71
Throughout the company, complexity is reduced
and transparency created. This is particularly
evident to customers via the hotline. Prior to the
restructuring, they ended up in endless queues
because of the unclear mountains of products,
corporate divisions, and service structures. The
aim is now to put an end to that.
The
reduction
tothe“T”
isthefirst
step.
Manymore
follow.

38. I understand, you want a new mobile phone
contract. The colleagues over at T-Mobile are
responsible for that. Can you call them back?
I’m afraid I can’t put you through. Do you still
have the number? Great! Thank you and have a
nice day!
Welcome
to T-Mobile.
How can I be
of assistance to
you today?
Hello, I have an
issue with my
mobile.
What model is it
please?
It’s a TC 300. I’ve
only had it for four
weeks.
Okay. The TC 300
isn’t actually a
mobile phone, but
what we call a dual
phone.
But, I also use it
when on the go,
not just at home. It
was working fine
until this morning.
Yes, a dual phone like the
TC 300 can also be used
for mobile communica-
tions like a mobile phone,
but it is linked to a fixed
network connection.
So, what does that mean?
Hello and welcome to
T-Com. How can I help
you today?
Yes, hello. Your col-
league gave me your
number. The problem I
have is that I can’t use
my mobile phone
outside any more.
Your mobile isn’t working?
I’m afraid the colleagues
over at T-Mobile are
responsible for that. Have
you tried contacting them?
Yes, they referred me to you.
They said it was to do with
my fixed network connection.
Oh, that isn’t a
mobile phone;
it’s our new dual
phone. Then you’ve
come to the right
place.
What seems to be
the problem?
I can’t use the
mobile phone out-
side any more. I
have no reception
anywhere.
Have you already
visited a T-Point?
A what?
One of our
Telekom stores?
No, and I’d actually
like to return the
device. I think a real
mobile phone is
more use to me on
the go.
What model are
you using?
A TC 300.
The mobile communications and
fixed network segments are
represented by two different
divisions here. In your case, I’m
afraid you will need to speak to
someone at T-Com.
Could you put me through?
I’m very sorry but that’s not
possible, unfortunately. I’ll
be happy to give you the
number of the colleagues
who can help you though.
Thank you and have a nice
day!
CUSTOMER
CALLS THE
T-COM
NUMBER
CUSTOMER CALLS
T-MOBILE NUMBER
72 Brand-Driven Progress Brand-Driven Progress 73

39. Brand-Driven Progress 75
Claudia Scharl has been working in
the customer service department of
the fixed network division since
1999. “It was turbulent,” she says,
remembering the time around the
turn of the millennium. “We were
offering new products and new ser-
vices. The was a real spirit of opti-
mism in the air.” She answered cus-
tomers’ questions on the T-Com
hotline regarding connections, faults,
the advantages of DSL, and the bene-
fits of IDSN. Many questions also con-
cerned bills, as customers couldn’t
work out what an item was or wanted
to discuss a new tariff. “There were
certainly a tremendous amount of
changes back then,” said Ms. Scharl.
We are constantly learning. Time and time again, there’s still plenty to
learn. Our goal is to ensure that customers feel like they are being taken
care of better and better. That’s why they can now reach us by tele-
phone or e-mail as well as via social media. Our customer service
hotlines have been toll-free for years – and are particularly easy to use.
In the future, Telekom will be increasingly focusing on voice recognition
technologies that will allow customers to identify themselves on the
phone simply and reliably. Setting it up is child’s play and its use is
absolutely secure. Following registration and provision of three speech
samples, customers can identify themselves with the spoken sentence
“At Telekom, my voice is my password” – without the need to provide a
customer number, name, or any other personal information. Our cus-
tomer service advisors then have immediate access to the data and
deal with the caller’s inquiry directly.
Many of the changes resulted in confusion as she often
took calls from customers who actually had questions
regarding their mobile phone contracts. “There was not a
lot we could do in such cases,” she said. “We couldn’t even
forward the calls.” The customer had to make a note of
the correct number and try calling there. Claudia Scharl
won’t let a bad word be said against the customers
though. “Most of them were very patient and understand-
ing,” she explained. “They were most often annoyed about
the separation of the fixed network and mobile communi-
cations services.”
My
voice,
my
password.
F
L
A
S
H
B
A
C
K
! Do you remember?

40. 76 Brand-Driven Progress Brand-Driven Progress 77
Complicated
The products and services
have to deliver what a brand
promises. Our mission: to
keep technology and offer-
ings as user-friendly as
possible. The simplification
of the brand therefore also
has consequences for
our products.
was
yesterday.

41. Before
78 Brand-Driven Progress Brand-Driven Progress 79

42. After
Now simply get started!
Customers need to be able to
grasp products quickly and
access them with ease. That’s
why we’ve tailored our services
to their requirements. Clearly
itemized bills and available
contact partners are just as
important in this respect as
innovative technology – with
plug play instead of a large
number of small installation
steps of course. The change
required a new way of thinking:
More streamlined internal
processes, a centralized, concen-
trated Product Development
department, and the move to
become a full-service provider.
After all, the product itself
generates the most powerful
brand experience of all.
80 Brand-Driven Progress Brand-Driven Progress 81

43. 82 Brand-Driven Progress Brand-Driven Progress 83
Brands are not
an end in
themselves,
but rather affect
all areas of
a company.
With success:
The customer
experience
improves and
customer
satisfaction
increases.
Our new brand core therefore also defines
our understanding of customer service
and our relationship with our customers:
Easy access, clear product portfolio,
strong service organization.The company
is present where the customers are: in the
communities and on social media.

44. F
L
A
S
H
B
A
C
K
!
Do you remember?
A brand new era begins for the “Telekom Hilft” (Telekom
Helps) team on December 4, 2015: A major fault brings
telephony, the Internet, and television to a grinding halt
right across Germany. Among others, customers in the
major cities of Berlin, Hamburg, Munich, and Frankfurt am
Main are affected. Telekom’s engineers work under
immense pressure to find a solution, identifying the failure
of a RADIUS server, required for the authentication of
dial-up connections, as the cause.
The issue persists from 11:00 a.m. to 16:00 p.m. – during
which time the customer service department experiences
a stampede like never before. The customer hotline and
the “Telekom Hilft” forum are crippled by the sheer num-
ber of inquiries. Consequently, the team decides to provide
targeted information regarding the fault on social media
using the hashtag #Gemeldet (#Reported). In the evening,
it makes a remarkable discovery: it is not an official
Telekom spokesperson who is being quoted in the news,
but rather the “Telekom Hilft” team’s updates on Twitter
and Facebook. A little taken aback, the customer service
department realizes that it is now the new face of Telekom.
A new era in customer communication has begun.
84 Brand-Driven Progress

45. 86 Brand-Driven Progress
No more queues.
Jamil:
customer service advisor
and rap fan
In the “Telekom Hilft” community,
the employees interact authenti-
cally and employ a casual tone –
put simply, they are themselves.
Jamil Ghaddar, an enthusiastic
gamer, streamer, and rap fan, is
also a member of the team. Word
quickly got around the scene that
“one of the guys” was an advisor
in the customer service depart-
ment. In fact, it wouldn’t be the
first time that the German rapper
Kool Savas called and asked for
support from
Jamil by name, as he’s heard that
he is so reliable. Since then, col-
leagues and customers alike have
taken to calling Jamil “The Gentle-
man” in recognition. However,
that’s not the product of a mar-
keting campaign – it’s a true
story. “It stems from a private
recommendation,” explains Jamil.
“Yes, I guess I’m something of a
customer service advisor to the
stars now,” he says with a smile.
“That’s my thing, and I’m never
going to give it up!”
That’s how trust is forged in the
community.
Digitalization has changed customer requirements
and communication over the phone has not been
the only option for quite some time now.
The realignment of the brand also changes our
approach to customer service.
“We decided to join various social networks,” remembers
Oliver Nissen, Head of Social Media and Services. “No longer
requiring customers to come to us, but rather going where they
spend their time – that was truly a paradigm shift.”
“Telekom Hilft” posts its first tweet on May 3, 2010. The team is still
a little uncertain: Are we even any good at social media? It soon
turns out: Yes we are! The instinct is right. Customers appreciate this
authentic exchange as equals. Alongside Twitter and Facebook, the
team also redevelops the “Telekom Hilft” forum. Again, one thing
above everything else is important here: treating everybody as
equals. Employees upload profile pictures and people address each
other by their first names. Customers can become members of the
community, join in discussions, and offer mutual help and support.
“In some ways, it functions like a virtual neighborhood support
group,” says Mr. Nissen.
In the beginning, that was anything but self-explanatory for
Deutsche Telekom as a former monopolist. Ultimately, the company
is handing over part of the communication – and consequently
some of the control. However, this new self-image is exactly
what produces the recipe for success.
Brand-Driven Progress 87

46. Brand-Driven Progress 89
Brands create meaning beyond
the obvious product advantages.
The additional value of the
Telekom brand lies in the
participation in digital life and
in enriching experiences enjoyed
when interacting with others and
sharing our special moments,
experiences, knowledge, ideas,
and opinions. For our customers,
the focus is not on the technology,
but rather on the interpersonal
relationships which are made
possible.
What we
stand
for.
The brand’s
message.
88 Brand-Driven Progress

50. 96 Brand-Driven Progress Brand-Driven Progress 97
T stands for more than
technology
The organizational restructuring
of Deutsche Telekom was an
important step, with fundamental
changes being implemented
right across the company. The
brand put the strategic consid-
erations in a nutshell and made
them understandable: One brand
for everything. But to ensure a
successful change the realign-
ment of our mission, the brand’s
message, is just as essential.
To this end, the brand needs to
provide a clear framework for
identification and show unam-
biguously what it stands for. This
is made possible by a radical
change of perspective.
Whereas Telekom saw itself as a
technology company until that
time, the focus now switches to a
higher benefit for the first time,
an implicit value. Of course, when
purchasing our products, it is also
about finding the best smart-
phone, high-performance cloud
services, and the fastest network
wherever and whenever. But,
fundamentally, we offer far more
than that.
Since technology makes
possible in the simplest way what
has been important to humankind
since its very origins:
Experiencing special moments,
sharing experiences, knowledge,
ideas, and opinions with each
other, and forging relationships.
When people make telephone
calls, individuals communicate
around the globe via the Internet
cloud, or travelers share beautiful
moments with their loved ones
via social media, they are satisfy-
ing an internal need. The core is
formed by social participation
and joint experiences – in other
words, how each individual uti-
lizes the technology.
We want to make people excited
about digitalization and offer
them access to the diverse
opportunities of today’s world in
both their private and profes-
sional lives. Our products bring
LIFE IS FOR
SHARING.
together people from all areas by
allowing communication and
exchange. The more people
participate, the more enriching
an experience for everybody
involved. For this reason, access
to these opportunities is at the
heart of our brand promise.
This also applies for our business
customers. We don’t just offer
innovative products and solu-
tions; far more than that, we want
to be a trusted partner and com-
panion in an ever more complex
world. Our claim “Life is for shar-
ing.” expresses this conviction
perfectly.
In addition to the formal simplifi-
cation of the brand architecture,
this also enables us to realign the
message of our brand.
WHAT OUR
TEAMS
HAVE TO
SAY.
LIFE IS FOR SHARING.
“It was the dawn of
a new era, and you could feel
the change everywhere. Fundamen-
tal changes offer opportunities to dis-
tance oneself from things which didn’t work.
We were finally able to discard the outdated
and superseded. New ways of working established
themselves. This required some colleagues to work
far outside of their comfort zones, but it was worth
it. I could really identify with the rejuvenated brand
image and new claim. The way people communicated
had indeed changed enormously: There were no
longer queues to use payphones – and we were
the ones making it all possible!”
Andreas Delfosse, Marketing Excellence
“There
was once again
more trust in our
management, our company,
our skills, and us as employees:
in the fact that by working
together we can shape
and experience cultural
change.”
“We have this
expertise! We have
these great products!
I am proud to be a part
of Telekom.”
“Thanks for the
realization that the
customer perceives us
as ONE Telekom! “Thanks
for the insight that the
customer perceives us as
THE Telekom!”

51. 98 Brand-Driven Progress Brand-Driven Progress 99
98
98
8
8
8
98
8
8 Bra
Bra
a
Bra
B
Br
Br
Br
Br
B a
Bra
Bra
B
Br
Br nd
nd-
nd
nd-
d-
d-
d-
d
d-
d Dri
Dri
Dri
Dr
Dri
Dr
Dr
D ven
ven
ve
ve
ven
ven
e
ven
n
e Pr
Pr
P
Pr
Progr
ogr
ogr
ogr
gress
ess
ess
ess
es
ess
es Bra
Bra
Bra
B
Bra
Bra
Bra
Br
Br
Br
B
Bra
Bra
a
Bra
Bra
Bra
a
Bra
a
B
B
B
B
B
B
B
B nd-
nd-
n
nd-
nd-
nd-
nd-
nd-
nd-
nd-
nd-
nd-
nd
nd
nd
n
nd
n
nd Dri
Dri
Dri
Dri
Dri
Dri
Dri
ri
ri
ri
ri
r
ri
ri
r
r
r
ri
ri
i
riv
ven
ven
ven
v
v
v
ven
ven
en
v
v
v
v n Pr
Pr
P
Pr
Pr
Pr
Pr
r
r
P
P
P
Pr
Pr
Pr
Pr
Pr
Pr
Pr
Pr
Prog
og
ogr
ogr
ogr
ogr
ogr
ogr
ogr
g
ogr
ogr
ogr
o ess
ess
ess
ess
ss
ess
ss
ss
ss
ess 99
99
9
9
99
99
9
99
9
99
9
Hans-Christian Schwingen, Chief Brand
Officer at Deutsche Telekom from
2007 to 2020, and neuropsychologist
Dr. Christian Scheier talk about the
power of the implicit and the reinvention
of the Telekom brand, about unconscious
purchasing decisions and the continuing
relevance of “Life is for sharing.”.
HOW THE
BR AND
CREA TES
VAL UE.

52. 100 Brand-Driven Progress Brand-Driven Progress 101
Why brands are important
Brands help us to make sense of the multitude of
offerings on the market and choose the one that
is right for us – quickly and reliably, without
having to deliberate for hours. By using certain
brands - and rejecting others - we are expressing
our personal identity, our views and values.
Brands also facilitate our access to new and
complex products – products that we would not
initially trust if they did not come from our favorite
brand. The importance of the brand for a purchas-
ing decision is particularly significant if we are
not able to verify supposedly rational purchasing
criteria or can only do so to a certain extent.
In an electric good store, for example, we can-
not test whether the television delivers the
promised quality. However, the brand gives us
the green light for our decision – and rewards
us with the good feeling of having made the
right choice.
If brands are useful for people in this way, they
create added value for the company: A strong
brand continuously helps to sell more products
at a higher price, acquire new customers, and
convince investors. For Deutsche Telekom, the
brand is thus one of the central value drivers.
H.-C. Schwingen: When I joined
Deutsche Telekom, brand man-
agement was spiraling out of
control. New technologies and
products as well as numerous
sub-brands and claims made it
difficult to get an overview – for
customers and employees alike.
Back then, nobody knew what
Telekom actually stood for. To be
taken seriously as an innovative
full-service provider, we therefore
not only needed a harmonized
brand, but also realignment of
the content. How much stamina
is required for such a massive
undertaking?
Dr. C. Scheier: Put it like this,
building up a brand requires
longterm consistency. Commu-
nicating a brand promise in a
credible manner is therefore not
a sprint, but rather a marathon.
In the case of “Life is for sharing.”,
the long-term sustainability of the
positioning already has a good
basis, as the claim addresses a
genuine basic human need: We
like to be connected with others
and we want to share what’s
important to us – with those
most important to us. It is about
a shared, enriching experience.
Schwingen: That is precisely why
we have been successfully oper-
ating with the “Life is for sharing.”
claim for more than 10 years. We
have achieved our envisaged goal
of sustainably anchoring Telekom’s
brand promise. One reason for
this is, without a doubt, the com-
plete realignment of the brand. At
the time, we aimed to think of the
products and brand from the cus-
tomer’s perspective in particular:
In other words, putting the focus
also only humans following their
own implicit goals. Information
processing and reward mecha-
nisms in the brain function in the
same way as they do in private
consumption, even if the context
is different. In B2B scenarios, it is
more regularly a question of
group decisions and, conse-
quently, the risk of losing face
should you take the wrong deci-
sion. A trustworthy, strong brand
such as Telekom plays a relevant
role here as it minimizes the deci-
sion-making risk. As such, it con-
veys a good feeling of making the
right decision for one’s own pro-
fessional success.
Schwingen: In our case, this
would also mean that it is not
only the technical solution or the
price which influences our busi-
ness customers’ purchasing deci-
sion, but to a far greater extent
added value going beyond the
functional advantages of the
products: for example, a trusted
partnership. For the end cus-
tomer, the added value would be
the connection to other people
made possible by our technology.
How is this added value reflected
in neurosciences?
Scheier: In neuropsychology, we
refer to this as the “higher goal”.
Our brain always regards
product features such as
the price and performance
in the context of the brand.
Dr. Christian Scheier
tively in the background. We
humans buy products primarily
based on their basic functional
benefits. Additionally, however, a
product’s brand also addresses
“higher goals” and generates an
implicit added value in the form
of a reward in the autopilot. This
influences our decision signifi-
cantly. In short: We all have
implicit goals of which we are
often not aware. If products serve
these superordinate goals, it is
highly probable that we will pur-
chase them. The important thing
is to understand the relevant
goals of a category such as sta-
tus, a feeling of security, or
adventure and to address these
specifically.
Schwingen: It is also interesting
that there does not seem to be
any difference between the pri-
vate and business customer sec-
tors in this context. Many people
think that business customers
take decisions on a purely rational
basis because they are acting on
behalf of the company, whereas –
if at all – only private consumers
are guided by irrational motives.
What does science have to say on
this matter?
Scheier: Yes, indeed, that is
something of a myth that we
come up against time after time.
However, business customers are
on people instead of technology.
However, this change in perspec-
tive from a technology brand to
an experience brand is also based
on neuropsychological findings.
Should these not also be consid-
ered when developing a brand?
Scheier: Certainly. We are now
fully aware of how purchasing
decisions are taken and what
role brands play in this process.
Bringing products into harmony
with this allows a brand to tap
into its full sales-promoting
potential. Our brain always
regards product features such
as the price and performance in
the context of the brand. As such,
sales and the brand are two sides
of the same coin. Here, brands
create an additional, psychologi-
cal value, which influences con-
sumer behavior if they perceive
it as a reward.
Schwingen: We all assume that
we always make our purchasing
decisions on a purely rational
basis, by assessing obvious char-
acteristics and comparing them
with other products. In reality,
however, we are also guided by a
brand’s additional value proposi-
tion. And, more often than not,
subconsciously, wouldn’t you
agree?
Scheier: Definitely! When a pur-
chasing decision is taken, the
majority of the information is
processed intuitively: In tech-
nical jargon, we say “implicitly”,
unreflected. Just like an airplane,
there are two instances in our
brain: the pilot and the autopilot.
The pilot consciously controls
the difficult elements such as
takeoff and landing, while leav-
ing the remainder of the flight to
the autopilot, which works intui-

53. 102 Brand-Driven Progress Brand-Driven Progress 103
claim as a matter of course –
initially on the domestic market.
The next step was the consistent
roll-out of the new positioning in
other markets. And we began
looking at the question: What
is the best way to transfer this
brand core to other countries
and culture groups?
Scheier: Not by translating the
claim stubbornly word for word.
Instead, it is better to transpose
the sense behind it into the local
language based on the brand
concept. This approach also
allows for intercultural aspects.
In “Life is for sharing.”, the focus
is clearly on the aspect of sharing.
The German claim “Erleben, was
verbindet.” shifts the focus to
the effect, in other words the out-
come – the connection between
people. However, the common
denominator is always access to
and participation in the experi-
ence of sharing something of
importance and feeling close to
one another as a result. Beyond
the claim, Telekom’s positioning
in each country also addresses
the people’s relevant higher goal
and thus influences their purchase
decisions.
Schwingen: It is precisely this
desire for connection and inter-
personal exchange that we wanted
to promote with our claim. The
emergence and growing popu-
larity of social media and the
sharing economy also play an
important role in the continuing
relevance of our brand promise
“Life is for sharing.”. Are there
any negative associations linked
to the term “sharing”?
Scheier: Yes. Data privacy and
data protection, unresolved legal
situations in the sharing economy,
and worries about Internet crime
are hotly discussed topics. In light
of this, it is of central importance
to Telekom to position itself as a
trustworthy companion in this
complex and sometimes even
confusing digital world. Telekom
customers must be able to rely
on being provided with simple,
reliable, and fair products without
any boundaries or limits. This is
the real currency in the digital
era. Telekom is a guarantor for
unrestricted access to the oppor-
tunities of digitalization.
Schwingen: Looking back, the
realignment of the brand has
simplified many things for our
customers. They now know that
wherever there’s a “T”, there’s
Telekom. Today, they receive
everything from a single source,
in the best network, associated
with a wide range of advantages.
With our products, our customers
can fulfill their wishes for connec-
tions and the experiencing and
sharing of special moments. The
brand message has become a
central element of the corporate
strategy. Our employees identify
with the Telekom brand and liter-
ally embody the claim. However,
times and trends evolve at light-
ning speed. How can we preserve
the relevance of our brand?
Scheier: Focusing on new trends
every day rapidly results in
actionism – but rarely helps one
achieve the set goal. If the core of
the brand is harmonious and well
defined, it can react flexibly to
Hans-Christian Schwingen
has supported the repositioning of
Deutsche Telekom significantly as
the Chief Brand Officer since 2007.
His brand strategy for the company
is aimed at evolving the company
from an infrastructure provider
into a digital lifestyle brand.
The focus of his activities is on the
connection of products, services,
and content with the brand promise
“Life is for sharing.”.
developments. One example is
the social development of recent
years – the increasing egoism of
some states and their tendency
to turn their backs on the rest of
the world, the challenging of
international institutions right up
to the construction of new walls.
The Telekom brand contradicts all
the above diametrically causing
the company to further consoli-
date its market position. Today,
Telekom sees itself more than
ever as a “We” brand, which does
not divide people but rather
brings them together and breaks
down barriers and walls by facili-
tating dialog and exchange. It
connects people with the possi-
bilities of digitalization. The brand
has carried these aspects within
it right from the beginning and
can react to changed social
framework conditions – however,
the core remains the same.
This proves that the concept
functions in the long term without
losing any relevance. This is pre-
cisely what distinguishes strong
brands.
In the case of “Life is for sharing.”,
these are togetherness, participa-
tion, and special moments with
people who are important to us.
The technology, the product, and
the device are ultimately only a
means to an end. Neuroeconomic
studies have shown that brands
can result in more sales, higher
prices, and increased loyalty in
this way – and, as such, increase
profitability for companies in the
long run. Successful communica-
tion starts with customers’
“higher goals”.
Dr. Christian Scheier is one of
the few neuropsychologists
worldwide to combine research
and practical expertise in the
field of marketing consultancy.
He has authored numerous
standard academic works such as
“Wie Werbung wirkt. Erkenntnisse
des Neuromarketings” (How
advertising works, findings from
neuromarketing)
(Haufe, 3rd
Edition 2018).
Brand management is thus not an
end in itself. In the long term, it
can contribute to economic suc-
cess if companies unearth the
true benefit of their products.
Consequently, the change in per-
spective at Telekom was both
right and important.
Schwingen: This change required
a great deal of internal persuasion.
However, a change in perspective
is not just a question of theory. It
has to be realized, brought to life
and made convincing, especially
in the early stages. With the Paul
Potts campaign, we were able to
touch and inspire customers and
employees alike in 2008. We
demonstrated what Telekom
stands for in an understandable
and authentic manner: participa-
tion, access to digital opportuni-
ties, and togetherness. The posi-
tive feedback was overwhelming
and we made enormous progress
in our evolution from a technology
brand to an experience brand.
After a good two years, every divi-
sion was working with the new

54. Digitization is changing
everything – and that at
a pace never seen before.
This far-reaching change turns
entire value creation chains upside
down and is constantly producing
new and valuable elements. The
sharing economy is one of the most
impressive examples. Deutsche Telekom
was one of the pioneers of this idea.
Brand-Driven Progress 105
104 Brand-Driven Progress

55. 106 Brand-Driven Progress
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”
Brand-Driven Progress 107

56. 2004
Facebook
is founded
2006
Twitter
is founded
2008
LIFE
IS FOR
SHARING.
There from the
very beginning.
The term “sharing economy” was made popular by the author
Rachel Botsman in 2010. Our claim “Life is for sharing.” had
already put this blossoming phenomenon into words three
years earlier: It captures the spirit of the times perfectly.
Today, it is all but impossible to imagine society and the
economy without the sharing, joint use, and exchange
of material and non-material resources. They are
the values of a new generation. Our graphic
illustrates the milestones of this development.
Brand-Driven Progress 109
108 Brand-Driven Progress
2009
Uber
is founded
2010
Instagram:
The first photo
is posted
2010
Rachel Botsman:
“Sharing economy”
2012
Facebook:
1 million users
2012
Airbnb:
10 million overnight
stays booked
2013
1 million users
of car-sharing
services in Germany
2014
LinkedIn:
1.5 million
websites using
the LinkedIn
share button
2016
WhatsApp:
1 billion users
every month
2016
Twitter:
360,000 tweets
per minute
2017
Snapchat:
187 million active
users around
the world every day
2017
Skype:
3 billion minutes
of Skype conversations
every day
2017
1.27 million people
working in
co-working spaces
2018
Uber:
More than
5 billion trips
in one year
2019
Spotify:
248 million users
every month
2020
Instagram stories:
500 million users
every day

57. We
asked our employees:
Which experiences are important to you –
and who do you share them with?
“I love vintage car rallies. My
wife and I even have a separate
Instagram account for our
1958 Bedford CA Dormobile. The
comments left by our followers are
extremely interesting – especially
when they can even remember the
1950s themselves.”
INTEREST We want to talk with people who share the same interests. Take, for example, Jörg Eggebrecht
from the Marketing and Product Management Service Numbers department, who likes to chat with other
vintage car enthusiasts on Instagram as Dorie_the_dormobile.
“If something touches me, then I want my family
and my friends to be part of it. Experiences which
motivate me to change something or inspire me
to reflect. And particularly special experiences
which allow me to laugh about myself. Humor
is incredibly important to me.”
PROXIMITY We need to communicate with our nearest and dearest. That’s why
Ines-Regina Lasczka from the Capacity Management and Innovations department utilizes digital
options such as Twitter and WhatsApp – in addition to personal communication.
“I’ve always been driven by the desire to
be smart. I wanted to learn my whole life
long. I am still learning every day now.
At the same time, I also like teaching
others. I am really moved by the feeling
of success I gain from this.”
KNOWLEDGE We improve by sharing our considerations, strategies, and ways of working with each
other. Rüdiger Iffert, Program Manager, loves learning – but also communicating knowledge and
training colleagues.
110 Brand-Driven Progress
“I once met the
German soccer player
Thomas Müller and took
a photo with him.
That was a real
highlight for a
Bayern Munich
fan like me!”
ENTHUSIASM We want to remember special moments and tell others about them.
Stephanie Tönjes, Communications Strategist Personal Branding Coach, is a firm believer in that.
She told all her friends about meeting her favorite soccer player.
Brand-Driven Progress 111

58. Brand-Driven Progress 113
part of
Becoming
your life.
Implementation
on all levels.
A brand unfolds its true
potential when it touches
people – everywhere
where they come into
contact with it. The
messages must be rele-
vant and authentic, the
communication channels
precisely coordinated to
each other.
This is exactly how we
pass on our stories to
people.
112 Brand-Driven Progress

59. 114 Brand-Driven Progress Brand-Driven Progress 115
Our brand consistently focuses on
people and the goals which
are relevant for their behavior. Through
sharing we make it possible to experience
unique moments together with many
people. Our campaigns depict
large and small moments taken
from real life.
True stories boost the
credibility of our brand promise.
And spark enthusiasm.
In young and old alike.

60. The great climb
Paul Potts is the hero of our launch campaign for the new claim
“Life is for sharing.”. The story of the unglamorous misfit, who
touched and enchanted the judges and the public when he appeared
on Britain’s Got Talent in 2007, made for a truly unforgettable moment.
The campaign combined original footage from the show with scenes
showing people all over Germany experiencing his moving appearance
on their televisions, laptops, and smartphones – and how it became a
particularly special shared moment for everybody.
However, the campaign didn’t just change the life of mobile phone
salesman Paul Potts, who was catapulted from the edge of society
into the spotlight when his story was shared millions of times, it also
established Telekom’s brand promise across the country, sparked
extraordinary feedback in the media, and resulted in a quantifiable
image boost. The tremendously positive response generated a
completely new sense of belonging among Telekom employees.
The Paul Potts campaign was the most successful Telekom campaign
of all time until that point and heralded the beginning of a changed
perception of our brand.
116 Brand-Driven Progress Brand-Driven Progress 117

61. 118 Brand-Driven Progress Brand-Driven Progress 119
“As early as during the
production process, it became
clear to us that we were on to
a winner with this campaign. It
even moved us to tears. It was
perfectly orchestrated with
Paul Potts’ story in the focus.
The feedback was impressive.
In the beginning, we received
60 to 70 e-mails or letters
– even handwritten ones –
every day.”
3.2 million
18
“I would hope that this positive
emotion can be transposed, even
to just a small extent, to real life
in our company, with enthusiasm,
joy, and openness playing a more
significant role than resignation
and fear of change.”
“I am always 100%
behind our company
and I think it is good to
see this ‘positive wave’
resonating throughout
the company after
the crisis.”
“I am proud to be
part of it – part of
Telekom!”
new mobile communications
customers by the end of 2008
Brand loyalty
values
increased
by around
percentage
points
Does your life seem like a fairy tale?
I can’t believe what has happened. There’s no way on
Earth that I could ever have dreamed that it would lead
where it has. It is wonderful to play with large orchestras,
it’s great to have people supporting me, and it’s fantastic
that I have been given this opportunity to do what I’ve
always dreamed of. If you’re doing what you love doing,
then you’re living your dream. So, by definition, you’re
successful.
In 2007, you were still saying that you really only want-
ed to sing opera. Now arias only account for a part of
your stage shows.
I have no problem with that. For me, music is a unit. I
don’t need to break it down into different genres; there’s
no need for that: We can all enjoy all types of music.
Your album One Chance was in the charts worldwide
for a long time in 2007 and even made it to number 1
in some countries. When did you finally realize: I’m a
success now?
For me, success is about doing what I love – not about
how many number 1 hits I have.
Interview with
Paul Potts
Everything changes for Paul Potts when he wins the
talent competition. From a mobile phone salesman to an
overnight star. He sings in front of the Queen and cap-
tures Germany’s heart with his Telekom ad. His appear-
ance is watched, shared, and commented on millions of
times on the Internet. His voice enraptures soccer fans
at the opening game of the 2008/09 Bundesliga season
and Telekom employees at the Christmas party at the
company’s headquarters. He wins an Echo award and
lands a record deal with Sony BMG.
In 2013, the British-American movie “One Chance”,
telling Paul Potts’ story, reaches the silver screen. The
tenor appears twice on the Oprah Winfrey show and has
a number of sold-out world tours from New York to Syd-
ney. In 2019, he sings in South Korea, Japan, Scandinavia,
Germany, the United Kingdom, and France. In 2020, he
releases his sixth studio album. Even now, Potts still sells
out venues and stadiums all over the world. His dream of
simply doing that which he has always dreamed of has
now come true.
Telekom boosts Potts –
Potts boosts Telekom.

62. Pink sing-along
At Telekom’s invitation, more than 13,000 people
gather in Trafalgar Square in London for a giant
karaoke party. Popular songs – from the Beatles
classic Hey Jude to Janis Joplin’s Piece of My Heart –
quickly blend the masses into one enthusiastic choir.
Most of the singers only realize that superstar Pink is
in their midst when she is shown on the big screen.
The magic of the moment is evident in the videos
which are quickly shared on the Internet.
The experience brand
is born. One after
another, we launch
a range of ad
campaigns with
different sharing
moments, each
aimed at establishing
the concept in the
long term.

63. 122 Brand-Driven Progress Brand-Driven Progress 123
Move On
From moviegoers to filmmakers: More than 10,000 users from
11 European countries participate in the production of a road
movie with a star-studded cast. The movie produced by Deutsche
Telekom and Hollywood director Asger Leth is called Move On and
stars Mads Mikkelsen in the lead role. This trendsetting form of
participation is a particularly special moment for selected movie
fans, who might even be able to score a role with a little luck.
Another plus: it is the world’s first interactive film project.
Rain of flowers
What would you do if red
roses really were to rain
for you like in the old
German song? Exactly:
You would look around in
amazement and enjoy
every aspect of this
wondrous moment in
which time appears to
stand still – and then
share it as quickly as pos-
sible with all those who
weren’t lucky enough to be
there. The perfect moment
to share with others.
Liverpool Street Station dance
A dance flash mob turns the foyer
of the London train station into a
dance hall. Many of the surprised
commuters and passers-by allow
themselves to be swept along by
the 350 professional dancers and
join in, while others capture the
moment on their smartphones – in
order to share it with others later.
The images course through the
Internet and right around the globe.
Angry Birds
Telekom stages the cult mobile phone game
Angry Birds as a live event in public places with
passers-by catapulting the round
birds into real obstacles and green
pigs actually exploding. The campaign
brings the digital experience to life in
an unusual way, as a small swipe of the
finger on your smartphone is sufficient
to send the birds flying over people’s
heads. The images become a viral
YouTube hit.

64. Brand-Driven Progress 125
Lake Ohrid
Water, sun, great food, and lots of happy guests –
Telekom sends out an invitation to an opulent, floating
picnic on Lake Ohrid in North Macedonia, one of the
largest lakes in the Balkans. People eat, dance, sing,
and party to their heart’s content on 70 boats.
A real moment to be shared full of summer feeling and
joie de vivre that many guests capture and share using
their smartphones.
Katy Perry video clip
Meeting the greatest idol, leaving the everyday world behind, and
being part of an official music video – Telekom makes this dream
come true for 250 of Katy Perry’s biggest fans. In personal appli-
cation videos on Facebook, the star’s fans from all over the world
tell us why they want to be in Katy Perry’s Firework video. The
applicant’s striking videos and the close-up fan experience are a perfect example of what
the Telekom brand promise “Life is for sharing.” is all about.
Million Voices
“Thanks for this moment. It’s really a huge
gift to share it with you all”, raps Thomas D.
in Million Voices, his remix of the global hit
7 Seconds. Around 13,500 people answer
Telekom’s call and record their version of the
song with their web cam or smartphone.
The musician from the German group
Fanta-4 mixes the contributions together
to produce a completely new community
music experience. Even skeptics of the
concept of customer participation find it
hard to escape the draw of this “largest
online choir of all time” as it is dubbed
by the German newspaper Die Welt.
Guus Meeuwis
In cooperation with the Manders family from the Netherlands,
we organize a birthday surprise for their grandma: As a gift,
they go with her to a concert held by her favorite singer,
Guus Meeuwis. During the show, he calls her on her mobile from the
stage and serenades her live. The other 35,000 members of the audience also join in. It is a
truly touching moment for the grandma, the family, and the audience, who capture and share
the moment on their smartphones.
124 Brand-Driven Progress

65. BOB
LINDA
The man in the tutu
Love and a dash of courage can work wonders.
When his wife Linda is diagnosed with breast
cancer in 2003, American photographer Bob
Carey comes up with an original way of helping
her through her struggle: taking photographs of
himself in a pink tutu against a different backdrop
each time. The photos help to put a smile on
Linda’s face. A touching real-life story. So why
not let other sufferers enjoy it too?
Brand-Driven Progress 127
126 Brand-Driven Progress

66. A
A story which inspires courage
The picture book with the photos of Bob in the tutu aims
to help other sufferers and ease their pain. The positive feed-
back arouses the interest of self-help groups and non-profit
organizations. It paves the way for the Carey Foundation,
which provides financial assistance to women in need
suffering from cancer The story also touches many people
at Deutsche Telekom. As a result, we launched the campaign
with Bob in his pink tutu in 2013 – standing in front of Berlin’s
Brandenburg Gate. Good stories need to be shared for them
to spread and work their magic.

67. 130 Brand-Driven Progress
One
brand message.
Real stories.
Experience.
For everyone.
Brand-Driven Progress 131

68. 132 Brand-Driven Progress
Deutsche
Telekom becomes
the technology
partner of the
successful esports
team SK Gaming.
Establishing a
brand in an opulent and
experienceable manner:
Trade fairs make it possible. At the IFA,
CeBIT, Mobile World Congress in Barcelona,
and #DABEI festival, Telekom no longer presents
itself as a technology brand but rather creates
entirely new worlds for visitors to dive into and
experience. Our trade fair appearances unite enter-
tainment, trends, and product innovations. Visitors
can discover and try out the latest technologies
and interactive exhibits. In this way, the trade fair
is transformed into a space for experiencing the
digital lifestyle and trendsetting networking,
with gaming and esports rapidly gaining
in popularity.
Brand-Driven Progress 133

69. 134 Brand-Driven Progress Brand-Driven Progress 135
Inspire, test, buy
Slowly but surely, the experience brand
is also revolutionizing our stores around
the world. The aim of the modern design
is also to inspire customers to try out,
discover, and explore the myriad of possi-
bilities offered by our apps, networks, and
devices here too. Safe surfing, Europe-
wide gaming, and television, at any time
and place, are changing from keywords
in brochures to real experiences. Although
the focus is no longer on the technical
details of our contracts and products,
technical questions are, of course, still
always answered in our stores.

70. Brand-Driven Progress 137
Music, lifestyle,
and club culture
are brought to life.
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71. Telekom Electronic Beats
Music connects. There are plenty of ways to experience music – at con-
certs, via streaming services, in clubs. As such, it goes without saying
that music belongs to the world of the Telekom experience brand. The
award-winning Telekom Electronic Beats (TEB) format has already been
a big hit with fans and critics of the electronic music and club culture for
around 20 years. Developed as an international music marketing program,
TEB was launched in 2000, initially weekly with a TV show on VIVA and,
as of 2005, in print as a free English magazine.
Today, the multimedia platform electronicbeats.net is a content hub with
high-quality journalistic articles covering all aspects of music, club culture,
design, and tech and Internet culture. From interviews and live streams to
podcasts in German: TEB is now an established name among millennials.
We produce our own live events across Europe and, in doing so, create
unforgettable music experiences for a large fan base.

72. Dancing with Gorillaz
In 2017, Deutsche Telekom cooperated
with the most successful virtual band in
the world: the Gorillaz. The magic of the
British brand lies in the fact that it is both
real and virtual. The music mastermind
behind the Gorillaz is Blur front man
Damon Albarn, the stars are comic figures
drawn by Jamie Hewlett.
As a technology partner, Telekom offers
the fans new, innovative insights into the
world of the Gorillaz. For example, the
launch of their fifth studio album is
accompanied by an exciting gadget:
the augmented reality app The Lenz, offer-
ing all fans exclusive access to selected
Gorillaz content if the smartphone camera
captures a magenta-colored background.
The corresponding support was provided
by Telekom Electronic Beats.
Telekom provides the community with
unforgettable music experiences via a
virtual-to-real live interview during which
fans can ask questions in real time, con-
certs right across Europe, and an album
showcase performance in Cologne with
360° cameras. The campaign success-
fully conveys our brand promise “Life is for
sharing.” and won 32 of the world’s most
coveted marketing awards.

73. 142 Brand-Driven Progress Brand-Driven Progress 143
observers and encourage them
to think and discuss – perfectly
in line with the aim of Telekom’s
brand slogan “Life is for sharing.”.
As such, the pieces in the Art
Collection Telekom do not hang
or stand in Telekom’s offices or
corporate buildings, but are
rather shared with the public
via an app and in national and
international exhibitions. There,
they are viewed, taken in, and
discussed – in other words, expe-
rienced – creating connections.
www.art-collection-telekom.com
Art Collection
Art is the chance to see the world
through somebody else’s eyes.
The focus of the Art Collection
Telekom has been on contempo-
rary art from Eastern and South-
ern Europe for 10 years. Now
comprising more than 300 pieces,
the collection reflects the thoughts
and emotions of the artists during
the social and political changes
following the fall of the Iron Cur-
tain. The collection aims to pro-
mote a broader understanding of
Europe’s cultural diversity.
It includes everything from draw-
ings to digital installations pro-
duced by 77 mostly young artists
from 20 different countries. The
Art Collection Telekom offers
them not only a platform allowing
them to be effective as an artist,
but also promotes the develop-
ment of art in the region. Above
all, the pieces in the collection
should do one thing: tell stories.
The pieces make the artists’ indi-
vidual perspectives on topics
such as social responsibility, for-
getting and remembering, as well
as their respective identity and
story experienceable for the
Telekom.
What Are We Made Of? 2019 – the exhibition at the
Kunsthalle Darmstadt featuring 30 pieces from the
Art Collection Telekom addresses the question of
what characterizes us in the East and West.
The Art Collection Telekom
gives an insight into the
mood in Eastern Europe with
its first exhibition Fragile
Sense of Hope in Berlin in
2014. 2006 sees the ap-
pearance of 30 Years After,
something of a self-portrait
by the Bosnian artist Šejla
Kamerić – her account of
capitalism’s promises of
happiness that never come
to be in Eastern Europe.
Pray Sway, 2016, by the artist col-
lective Slavs and Tartars in the 2017
Półprawda | Half-Truth exhibition in
the sculpture museum of the Polish
National Museum in Warsaw.
Romanian artist Dan Perjovschi
creates Chalk Reality (digital flair)
as a live performance at the
Deutsche Telekom booth at the
IFA 2012.
In the exhibition Shape of Time | Future
of Nostalgia at the National Museum of
Contemporary Art in Bucharest, the Art
Collection Telekom displays parts of the
collection for the first time in one of East-
ern Europe’s leading museums.
The Art Collection Telekom awarded the
Art Award for New Positions to young
artists and presented new acquisitions
from its own collection at Art Cologne
five years in a row.
Top A photo from 2018 with Once
Information Has Passed Into Protein, 2017,
an installation by the Polish artist
Iza Tarasewicz.
Bottom The presentation from 2017
with Women’s House (Sunglasses),
2002−2004, by the Croatian artist
Sanja Iveković.

74. 144 Brand-Driven Progress Brand-Driven Progress 145
The foundations
are in place.
With the brand’s new look
across the board, we have laid
the foundations for a fundamental
change of image in Germany.
At the same time, we are
rolling out the new brand
understanding bit by bit across
the whole of Europe.

75. EU

76. Brand-Driven Progress 149
A
consistent
brand for an
international
company.
Telekom tours Europe
The T and the color magenta as a trademark are being
introduced gradually in the other countries in Europe
where we have subsidiaries. Next in line is Poland: In
2010, the subsidiary is the first to fully adopt the new
strategy including brand identity. Bit by bit, we are
spreading our new look and our brand promise “Life is
for sharing.” right across Europe. Not only that, our
rebranding strategy also takes the cultural and social
particularities of the respective countries into consider-
ation during the launch phase – without diluting the
character of the experience brand. The Pan-European
communication campaign “We connect people in
Europe!” gave us an extra boost on the way to becoming
the leading European telecommunications provider.
For Telekom, however, Europe is more than just a market.
For us, Europe is an attitude. A project which brings
together millions of people in peace and freedom.
A place where everybody should be allowed to partici-
pate equally. At the annual general meeting in 2017,
Deutsche Telekom CEO Tim Höttges summed up our
commitment to a united Europe perfectly: “We are for
Europe. We want to cross borders. We do not want to
build walls. We reject hatred and division; we want to
share. We want to make community possible through
digitalization.”
As Europe’s leading telecommunications provider, we
see it as our responsibility to bring people together
from across the whole of Europe. And we are now
making this clear to the world.
U

77. Brand-Driven Progress 151
The power of Magenta
Our brand promise is a strong
brace for the international image.
Simplification under a single
umbrella brand opens up entirely
new possibilities: standardized
offerings across Europe. In the
course of the brand design evolu-
tion in 2013, magenta is used
more intensively for the corporate
image. The brand color’s high
recognition value stimulates iden-
tification with the company. So
why not also utilize the name of
the color – magenta – more
emphatically? For example as the
name of a service offering.
When Telekom bundled the fixed
network and mobile communica-
tions services into the convergent
offering for strategic reasons,
Magenta made uniform imple-
mentation in all countries possi-
ble: MagentaONE. This step in
2014 represented Telekom’s first
Pan-European offering, which
additionally ideally comple-
mented the branding approach.
The new offering name, Magenta,
allows global operations to be
addressed using a standardized,
unmistakable name. In next to
no time, it is joined by additional
offerings such as MagentaTV
and MagentaCloud, and the
Magenta offering continues to
grow – driving forward the
Telekom evolution.
“If we hadn’t begun
radically realigning the
brand in 2007, it simply
wouldn’t be possible to
imagine an international
offering like MagentaONE.
As such, we are now reaping
the fruits of far-sighted
and consistent brand
management.”
Hans-Christian Schwingen,
Chief Brand Officer
at Deutsche Telekom
from 2007 to 2020
From the
brand color
to a new
label.

78. Brand Driven Progress 153
152 Brand Driven Progress
Eine starke Marke bedeutet
für uns mehr als nur ein guter
Claim und emotionale Bilder.
Unser Anspruch ist:
Taking
responsibility.
Vertiefung und
Verantwortung.
Sie muss gesellschaftspolitisch
Stellung beziehen. Wir wollen nicht nur
ein verlässliches Netz bereitstellen.
Wir verstehen unsere Marke auch als
Auftrag für ein besseres Miteinander.

79. Brand Driven Progress 155
154 Brand Driven Progress
Vernetzung
schafft
Verbindung.

80. Brand Driven Progress 157
156 Brand Driven Progress
Gemeinsam
die Welt ein
Stückchen
besser
machen.

81. Brand Driven Progress 159
158 Brand Driven Progress
Big Bang für die
Demenzforschung.
Ein Unternehmen, das sich auf die Fahne schreibt, das
Leben der Menschen vereinfachen und bereichern zu
wollen, muss bei den großen Herausforderungen
unserer Gesellschaft von sich aus aktiv werden. Das
Mobile Game Sea Hero Quest wurde im Rahmen
unserer #GameForGood-Initiative mehr als vier Milli-
onen Mal heruntergeladen, fütterte die Alzheimer-
forschung im großen Rahmen mit wertvollen Daten –
und hat innerhalb kürzester Zeit den ersten globalen
Vergleichswert für die Früherkennung von Demenz
geschaffen. Ein wegweisendes Digitalisierungspro-
jekt, mit unserem Markenversprechen im Herzen.
Demenz ist eine der größten medizinischen Heraus-
forderungen von heute. Ohne einen Durchbruch in
Prävention und Therapie könnten bis 2050 weltweit
rund 135 Millionen Menschen von ihr betroffen sein,
drei Millionen davon allein in Deutschland. Mit Sea
Hero Quest nahmen wir unser Markenversprechen
wörtlich. Unsere Mission: die Forschung im Kampf
gegen Demenz zu unterstützen, um Menschen welt-
weit zu ermöglichen, ihre Erinnerungen bis ins hohe
Alter zu behalten – und zu teilen. Das Mobile Game
wurde von der Telekom in enger Zusammenarbeit
mit dem University College London, der University
of East Anglia, der gemeinnützigen Organisation
„Alzheimer’s Research“ und dem Games-Developer
Glitchers entwickelt. Der Spieler navigiert darin per
Schiff durch immer schwierigere Labyrinthe: Er muss
sich Landkarten einprägen, Bojen in einer vorgege-
benen Reihenfolge ansteuern, Leuchtraketen in die
richtige Richtung abfeuern und Hindernisse überwin-
den. Kurzum, es geht ums Erinnern und Orientieren.
Prinzipien, die in der Alzheimerforschung von großer
Bedeutung sind – denn räumliche Desorientierung
ist ein frühes Symptom von Demenz. Bisher fehlte
Wissenschaftlern jedoch eine weltweite Vergleichs-
grundlage mit Daten zur räumlichen Orientierung
von gesunden Menschen. Genau diese Benchmark
hat Sea Hero Quest generiert. Was sich Neurowissen-
schaftler von der Big-Data-Analyse erhoffen: dass
frühzeitig diagnostizierte und behandelte Erkrankte
länger selbstbestimmt leben können. Da spielte
man gern mit.
#GameForGood
Karte einprägen und los geht’s!
Jedes Abenteuer beginnt mit einer Karte, die sich der
Spieler einzuprägen hat. Die Aufgaben werden immer
schwieriger und fordern spielerisch das Erinnerungs-
und Orientierungsvermögen.
Prof. Michael Hornberger, Professor für angewandte
Demenzforschung an der University of East Anglia,
ist einer der führenden Wissenschaftler hinter
dem Projekt.
Einer der größten
Datensätze aller Zeiten.
Wie stark waren Sie und
Ihr Team in der Entwick-
lung des Spiels involviert?
Wir waren von Anfang an
Teil des Prozesses. Das
Spiel sollte uns helfen, die
frühestmöglichen kogniti-
ven Veränderungen durch
Alzheimer zu erkennen –
Veränderungen, die noch
vor den typischen Gedächt-
nisproblemen auftreten.
Wie hat das Projekt
die Demenzforschung
revolutioniert?
Das Projekt ist für die
Demenzforschung auf drei
Ebenen wegweisend: Es
ist das erste Bürgerwissen-
schafts-Projekt (Citizen
Science Project) in diesem
Forschungsfeld. Es verwen-
det zum ersten Mal einen
Gaming-Ansatz. Und
es hat einen der größten
Datensätze aller Zeiten
für die Demenzforschung
generiert.
Was haben Sie
herausgefunden?
Wir wissen jetzt, dass sich
die räumliche Orientierung
bereits ab dem frühen
Erwachsenenalter ver-
schlechtert. Auch erzielen
Männer durchschnittlich
bessere Ergebnisse als
Frauen – dieser Unterschied
ist jedoch geringer in
Ländern, in denen die
Geschlechtergleichstellung
weiter fortgeschritten ist.
Des Weiteren besteht ein
starker Zusammenhang
zwischen Orientierungs-
vermögen und materiellem
Wohlstand: Je höher das
BIP eines Landes, umso
besser die Spiel-Ergebnisse.
Was erhoffen Sie sich von
diesen Erkenntnissen?
Da wir jetzt eine Vergleichs-
grundlage zur räumlichen
Orientierung gesunder
Menschen haben, können
wir Demenzsymptome in
Zukunft früher erkennen,
früher Diagnosen stellen
und früher behandeln.
Unser Ziel ist es, dass
Erkrankte länger selbst-
bestimmt leben können.
5 Abenteuer, 5 Monster
Am Ende jeder erfolgreichen
Spielrunde wird ein Monster
sichtbar, das der Spieler
fotografieren und als Trophäe
sammeln kann.

82. 117
3
5
150 22
2
17.600
Minuten Spielzeit
generieren so viele
Daten wie
Stunden
im Labor.
Alle Sekunden
erkrankt ein Mensch
an Demenz.
Sea Hero Quest macht die
Früherkennungs-Forschung
mal schneller mal günstiger.
und
Millionen
Spieler haben
insgesamt über …
Jahre
gespielt.
Das entspricht …
Jahren
experimenteller
Forschung.
4,3

83. Brand Driven Progress 163
162 Brand Driven Progress
Technologie,
die von Herzen
kommt.
TechForGood
Unsere „Story Time“-App
zum Beispiel nutzt Augmented
Reality (AR), um Familien
enger zusammenzubringen.
In Rumänien, einem der ärmsten
Länder der EU, leben viele Kinder
bei ihren Großeltern und sehen
ihre Eltern nur selten, weil sie
sich Arbeit im Ausland suchen
müssen. Mit der Vorlese-App
klingen die Gute-Nacht-
Geschichten aber beinahe so,
als säßen die Eltern zu Hause
am Kinderbett. Mehr noch:
Mit AR-Elementen verwandeln
sich die vorlesenden Eltern vor
den Augen ihrer Kinder in Figu-
ren aus den Geschichten. So
können alle für eine Weile ver-
gessen, wie weit sie voneinander
entfernt sind.
162 Brand Driven Progress
Wir glauben an das Potenzial
von Technologie, die Menschen
in den Mittelpunkt stellt.
TechForGood liefert vielleicht
keine Antworten auf die
zentralen Herausforderungen
der globalisierten Welt, aber
auch Apps, die Hoffnung und
Freude in den Alltag bringen,
können Großes für die
Gesellschaft bewirken.
Etwas zum Hören
und etwas zum Schauen.
Die liebevollen
Animationen und die
mit Augmented-Reality-
Elementen verkleideten
Eltern machen die Gute-
Nacht-Geschichten
für die Kinder zum
Rundum-Erlebnis.

84. 164 Brand Driven Progress
In der Slowakei bringt unsere
Dolmetscher-App seit 2016
gehörlose und hörende
Menschen enger zusammen.
Wenn es mal mit der Kommuni-
kation nicht so recht vorangeht
oder es auf jedes Wort ankommt,
können Gehörlose mit der App
auf ihrem Smartphone schnell
einen echten Dolmetscher für
Gebärdensprache zuschalten.
Per Video-Chat übersetzt er
dann Gebärden in gesprochene
Sprache und umgekehrt
und macht so für alle die
Verständigung leichter.
Die meisten Hörenden kennen
Gebärdensprachen-Dolmetscher
vor allem von Konzertbühnen.
Ganz gleich ob Oper oder Hip-
Hop – weltweit übersetzen sie
Text und Emotionen für Gehör-
lose im Publikum. Daher drehten
wir in unserer Kampagne den
Spieß um: Unsere Dolmetscherin
Agata dirigierte ein Orchester
in Gebärdensprache – das
(hörende) Publikum bekam
eine schriftliche Übersetzung
ihrer Handzeichen. Ein kurzer
Blick auf die Herausforderungen,
denen sich Gehörlose jeden Tag
stellen müssen.
„Stimmt mit ein in die
Welt der Hörenden“
lautet der slowakische
Liedtext, der auf dem
Notenblatt einmal mit
Buchstaben und einmal
mit Handzeichen
dargestellt ist.
www.onlinetlmocnik.sk
Vďaka službe Online tlmočník si nepočujúci a počujúci
navzájom bez problémov porozumejú všade tam,
kde to doteraz nebolo možné.
Pretože v najlepšej sieti #nicniejenemozne

85. Wo viele Menschen miteinander
verbunden werden, fließen
enorme Datenströme –
Big Data. Die Technologie dafür
bereitzustellen ist eine Sache.
Eine andere ist die Sicherheit der
Netze. Wir müssen gewährleisten,
dass die Datenströme zuverlässig
fließen und nicht missbraucht
werden. Die Telekom ist
sich dieser Verantwortung in
besonderem Maße bewusst.

86. Brand Driven Progress 169
168 Brand Driven Progress
Sicherheit
„Made in
Germany“.

87. Brand Driven Progress 171
170 Brand Driven Progress
Das Versprechen der Telekom ist kein geringes: Wir wollen jeden
mit den digitalen Möglichkeiten von heute verbinden. Wie? Etwa
indem wir ein herausragendes Netz bereitstellen, das nahtlose
Verbindungen zwischen Menschen ermöglicht: schnell, zuverlässig,
immer und überall.
Die Vorteile vom schnellen Internet sollen alle genießen können –
in der Stadt und auf dem Land. Lückenhafte ÖPNV-Versorgung?
In Zukunft sollen Apps dabei helfen, Mobilitätsketten zu organisie-
ren. Fehlende Einkaufsgelegenheiten in ländlichen Regionen?
Die Vernetzung über zentrale kommunale Plattformen lässt Dorf-
gemeinschaften zusammenrücken. Überfüllte Arztpraxen? Smart-
Health-Lösungen sorgen bald für eine bessere Koordination im
Gesundheitswesen.
Klar, wer digital verbunden ist, erzeugt kontinuierlich Datenströme.
Zusammengeführt mit den Daten der anderen werden sie Teil
von etwas Großem: Big Data. Es geht um riesige Informations-
mengen, die plötzlich Zusammenhänge aufzeigen, die vorher nicht
sichtbar waren und mit denen sich nützliche Verhaltensprognosen
erstellen lassen. In Verbindung mit künstlicher Intelligenz hat
Big Data das Potenzial, zu digitalen Services verwertet zu werden,
die den Lebensalltag von allen einfacher und komfortabler machen.
Datensicherheit und Schutz der Privatsphäre stehen für die Telekom
dabei an erster Stelle.
Nur sichere Lösungen
sind wirklich intelligent.

88. Sicherheit: Lange reichten dafür dicke
Mauern, Schlösser und Tresore. Doch
im digitalen Zeitalter nützen die wenig:
Heute erpressen Hacker Unternehmen
mit Distributed-Denial-of-Service (DDoS)-
Attacken und Verschlüsselungstrojanern.
Ein kleines Programm kann Unternehmen,
ja ganze Länder lahmlegen.
Auch die Deutsche Telekom ist Ziel von
Angriffen. Mehr als 2,5 Milliarden sicher-
heitsrelevante Events registrieren die
Sicherheitsspezialisten unseres integrier-
ten Cyber Defense and Security Operations Center (SOC) jeden Tag – und
wehren sie ab. Um die Methoden der Hacker besser analysieren zu können,
haben wir spezielle Lock-Sensoren, sogenannte Honeypots, eingerichtet. Die
Schadcodes, die wir kennen, können uns nichts anhaben. Die Taktik funktioniert:
42 Millionen Mal am Tag werden die Honeypots von Hackern angegriffen. Durch
diese und weitere gezielte Monitoring-Maßnahmen haben unsere Spezialisten
bisher mehr als sechs Milliarden Datensätze zu Cyber-Attacken ausgewertet.
Unsere Malware Library verfügt über eine Sammlung von 20 Millionen
Schadcodes. Tendenz: stetig steigend.
Das Vertrauen in die Sicherheit von Daten ist die Grundlage, auf der unsere
Gesellschaft funktioniert. Deshalb nehmen wir die Aufgabe, unsere Infrastruktur
und die Daten darin zu sichern, extrem ernst. Natürlich können auch wir keine
hundertprozentige Sicherheit garantieren. Aber für unseren hundertprozentigen
Einsatz bürgen wir.
Sicherheit: Lange reichten dafür dicke
Mauern, Schlösser und Tresore. Doch
im digitalen Zeitalter nützen die wenig:
Heute erpressen Hacker Unternehmen
( )
Kommandozentrale
gegen Hacker.

89. Brand Driven Progress 175
174 Brand Driven Progress
Die Digitalisierung
eröffnet zahlreiche
neue Möglichkeiten
für die Telekom, mit konkreten
Anwendungen
gesellschaftliche
Verantwortung
zu übernehmen.

90. Brand Driven Progress 177
176 Brand Driven Progress
Auf dem Weg
in eine smarte
Zukunft.

91. Brand Driven Progress 179
178 Brand Driven Progress
Eine Marke, die dafür sorgen will, dass das Leben aller Menschen einfacher wird,
muss Lösungen für die großen und kleinen Herausforderungen des täglichen
Zusammenlebens parat haben und so mehr Zeit für die wirklich wichtigen Dinge
schaffen. Etwa, indem wir helfen, die Parkplatzsuche abzukürzen, die sich vor
allem in den Innenstädten immer mehr zur zeitraubenden, klimabelastenden
Odyssee entwickelt.
Die Telekom-App „Park Joy“ zeigt freie Parkplätze im öffentlichen Raum und in
Parkhäusern an. Möglich ist das durch die intelligente Auswertung verschiedener
Datenquellen, wie etwa anonymisierte Netznutzungsdaten der Telekom, Wetter-
daten oder kalendarische Daten. So lässt sich die Wahrscheinlichkeit berechnen,
am Zielort einen freien Platz zu finden. Auch Park-Sensoren werden in einigen
Städten bereits eingesetzt, die erfassen, ob ein Parkplatz besetzt oder frei ist.
Ist er frei, navigiert die App ihre Nutzer direkt hin – und lässt sie minutengenau
abgerechnete Parkgebühren direkt bezahlen. Die Lösung macht bereits rund
100 deutsche Städte ein bisschen lebenswerter. Nicht nur für parkplatzsuchende
Autofahrer, sondern auch für Anwohner und Geschäftsinhaber. Wir sorgen dafür,
dass alle aus der Digitalisierung Nutzen ziehen.
Stadtleben leichter
gemacht.

92. Wir wollen mehr Lebensqualität für alle – und
setzen dafür auf die Mobilität der Zukunft: sauber,
leise und elektrisch. Deutschland hat noch ein
gutes Stück Weg vor sich – wir helfen, ihn zu ebnen.
Etwa mit dem Projekt Comfort Charge: dem Aufbau
eines bundesweiten Netzes mit öffentlichen Lade-
stellen für Elektroautos. Hierfür rüsten wir Teile
unserer bereits vorhandenen Telekommunikations-
Infrastruktur auf. Um zusätzliche Aufbauten im Stadt-
bild zu vermeiden, nutzen wir dafür zum einen die
grauen Kabelverzweigerkästen am Straßenrand.
Für unser großes Netz an Schnellladesäulen eignen
sich jedoch vor allem unsere überall in Deutschland
verteilten Vermittlungsstellen, die Millionen von
Haushalten mit Telefon und Internet versorgen.
Die leistungsstarken Stromanschlüsse dieser Technik-
gebäude machen die Schnellladesäulen von Comfort
Charge mit zu den schnellsten Lademöglichkeiten
in Deutschland. E-Autos können in nur zehn Minuten
mit genügend Strom für bis zu 100 Kilometer betankt
werden. Die Nutzung ist komfortabel möglich
mit Ladekarten der meisten E-Mobility-Provider.
Zusätzlich bietet Comfort Charge das sogenannte
Ad-hoc-Laden an, also die gängigen bargeldlosen
Bezahlmethoden wie PayPal und Kreditkarten.
Sauberer, leiser,
entspannter.
Unser Ziel:
volle Ladung,
easy, entspannt
und überall.
Brand Driven Progress 181
180 Brand Driven Progress
Unser Z
volle La
easy, e
und üb

93. Brand Driven Progress 183
182 Brand Driven Progress
Nicht nur unterwegs, auch in den eigenen vier Wänden
wollen wir das Leben der Menschen einfacher machen.
Telefonieren, ohne aufzustehen, den Küchen-Timer stellen,
ohne sich erst die Hände zu waschen, Notizen machen
ohne Stift und Papier: Im Gegensatz zu anderen intelligen-
ten Lautsprechern auf dem Markt kann der Smart Speaker
der Telekom auch als Freisprecheinrichtung für Festnetz
und Mobilfunk genutzt werden. Er steuert das gesamte
Magenta-Portfolio – von Magenta SmartHome über
MagentaTV bis hin zu Serviceanliegen auf Zuruf und
parallel zum Telekom Sprachassistenten kann sogar der
Sprachdienst Alexa genutzt werden.
Moment mal. Hört der Smart Speaker etwa immer zu?
Weil bei der Telekom Daten- und Privatsphärenschutz
an erster Stelle stehen, werden die Sprachdaten unserer
Kunden nur gespeichert, nachdem sie „Hallo Magenta“
gesagt haben. Alle Daten werden nach EU-Standard
ausschließlich in Deutschland gespeichert. Und wenn
überhaupt kein Zuhören erwünscht ist? Dann muss lediglich
die „Mikrofon aus“-Taste gedrückt werden.
Mehr Zeit für
das Wesentliche.
Service auf Zuruf
Unser Umgang
mit künstlicher
Intelligenz.
Neun Regeln
Wir legen
das Fundament.
Wir prüfen und evaluieren
Daten-Input für die Entwicklung
und Verbesserung unserer KI.
Wir behalten
den Überblick.
Wir können jederzeit in KI-Systeme
eingreifen, um Schaden abzuwenden.
Wir leben das
Kooperationsmodell.
Wir stellen den Menschen an erste
Stelle – wir sehen aber auch Vorteile
in einer Mensch-Maschine-Interaktion.
Wir teilen
und erklären.
Wir wollen das Wissen und die
technischen Kompetenzen über KI
erhöhen und zugänglich machen.
Wir stehen für
Transparenz.
Wir sagen, wann ein Kunde mit
KI kommuniziert und wie wir
Kundendaten einsetzen.
Wir stellen unsere
Kunden in den
Mittelpunkt.
Wir wollen, dass KI das Leben
unserer Kunden vereinfacht und
bereichert.
Wir gehen sorgsam
mit KI um.
Wir unterstellen unsere KI-Systeme
Recht und Gesetz.
Wir bieten
Sicherheit.
Wir schützen und sichern
die Daten unserer Kunden.
Wir übernehmen
Verantwortung.
Wir haben klar definiert, wer bei uns
für welches KI-System und welche
KI-Funktion verantwortlich ist.
Eins für alles
MagentaTV bietet das gesamte Fernseh-Erlebnis
auf einen Blick: TV-Programm, eine Vielzahl von
Serien, Filmen, Shows und Dokumentationen in
einer eigenen Megathek wie auch die Apps
weiterer Streaming-Dienste. Alles übersichtlich
auf einer einfach zu bedienenden Plattform.

94. 184 Brand Driven Progress
Ein Netz
für die Mobilität
der Zukunft.
Ob Alt oder Jung, Städter oder Landbewohner: Die Telekom setzt sich aktiv
dafür ein, dass alle Menschen von der Digitalisierung profitieren – auch von den
intelligent vernetzten Mobilitätslösungen der Zukunft. Gemeint ist damit die
Kombination verschiedenster Fortbewegungsmöglichkeiten und aller verfüg-
barer Verkehrsmittel: nahtlos, bequem, klimaschonend. Das Auto? Wird auch
künftig eine tragende Rolle spielen und sich zum digital vernetzten oder gar
autonomen Fahrzeug weiterentwickeln – mit unserer Hilfe.
Fakt ist: Der Weg zum Connected Car ist lang, komplex und stellt die Automobil-
industrie vor eine riesige technische Herausforderung. Schließlich wird die
Digitalisierung in Zukunft immer tiefer in die Kernbereiche der Fahrzeuge vor-
dringen. Dabei werden große Datenmengen produziert, die stabil und gesichert
verarbeitet werden müssen. Hierfür ist die Telekom ein zuverlässiger Partner.
Zudem braucht das vernetzte Auto eine durchgehende Netzverfügbarkeit mit
ultrakurzen Latenzzeiten. Nicht umsonst arbeiten wir gemeinsam mit der deut-
schen Industrie mit Hochdruck am Aufbau einer Hochleistungs-Infrastruktur
für den neuen 5G-Mobilfunk-Standard: Der wird bis zu hundertmal schneller als
LTE sein, Datenübertragung in Echtzeit ermöglichen – und ist die Voraussetzung
für das Internet der Dinge, Smart Cities und die Steuerung von autonomen
Maschinen und Fahrzeugen.

95. 186 Brand Driven Progress
Neue Arbeitswelten
Zufriedene
Mitarbeiter,
zufriedene Kunden.
Die Digitalisierung hat unsere Arbeits-
welt verändert: Viele Prozesse laufen
automatisch. Mitarbeiter sind mitein-
ander vernetzt. Die Zusammenarbeit
in virtuellen Teams macht räumliche
Trennung zur Nebensache. Kurz
gesagt: Die Arbeitswelt ist in der
Zukunft angekommen.
Das Ziel „We won’t stop until every-
one is connected“ gilt auch für den
Arbeitgeber Telekom. Als anerkanntes
digitales Unternehmen legen wir
großen Wert auf vertrauensvolle
Zusammenarbeit. Im Rahmen des
Programms Future Work arbeiten
Teams zunehmend remote, treffen
sich in virtuellen Konferenzen und
kollaborieren unternehmensweit in
der Cloud. Doch der Umbruch geht
weiter als das: Wir bieten unseren
Mitarbeitern vielfach großzügige
Bürolandschaften mit Desk-Sharing,
Räume zum Netzwerken sowie
Projekt- und Kreativräume. Auch
hat die Telekom 2016 als einziges
DAX-30-Unternehmen einen
Branchentarifvertrag zum „Mobile
Working“ geschlossen, der das
Arbeiten von zu Hause oder unter-
wegs tarifrechtlich unterstützt
und die Vereinbarung von Beruf und
Privatleben vereinfacht. Kurz:
Wir sind Vorreiter für neue Arbeits-
modelle und leben das vor, was
wir für unsere Geschäftskunden
möglich machen.

96. Brand Driven Progress 189
188 Brand Driven Progress
Natürlich ist es primär der
wirtschaftliche Erfolg, an dem
die Telekom gemessen wird.
Und doch gibt es Bereiche,
in denen für uns andere
Kriterien zählen.

97. Brand Driven Progress 191
190 Brand Driven Progress
Bildung,
Medienkompetenz,
Nachhaltigkeit:
unser Beitrag auf
dem Weg ins
digitale Zeitalter.

98. Seit Jahren bekennen wir uns über
gesetzliche Anforderungen hinaus
zu verantwortungsvollem Handeln.
Vor allem unser Einsatz für Nachhaltig-
keit und digitale Verantwortung weckt
Erwartungen, die wir sehr ernst nehmen.
Mit unserem neuen „we care“-Label
kennzeichnen wir daher unsere
Produkte, Dienstleistungen, Initiativen
und Projekte, die zur Nachhaltigkeit
beitragen oder eine digitale Teilhabe
ermöglichen. So machen wir es unseren
Kunden, potenziellen Partnern und
Dienstleistern leichter, eine nachhaltige
Wahl zu treffen.
Brand Driven Progress 193
192 Brand Driven Progress

99. Brand Driven Progress 195
194 Brand Driven Progress
Schon seit geraumer Zeit fordern und fördern zahl-
reiche Behörden und private Initiativen den Einzug
der Digitalisierung in deutsche Klassenzimmer, der
Digitalpakt der Bundesregierung macht es offiziell:
Schüler sollen in Zukunft zu kreativen Lösungsent-
wicklern heranwachsen. Passiver Informationskonsum
durch reinen Frontalunterricht ist nicht mehr zeit-
gemäß – schließlich bereitet er nicht auf die heutigen
nachschulischen Anforderungen an
den Universitäten und in der
Berufswelt vor. Neue Unter-
richtsformate sind dringend
erforderlich.
Die Technik dafür gibt
es bereits: Schon jetzt
können Schulen und Lehrer
mit entsprechenden
digitalen Tools und Apps
den Unterricht planen,
Klassenbuch führen und
Noten verwalten. Chat-
programme ermöglichen
die interne Kommunikation,
die virtuelle Ideenfindung
und das gemeinsame Arbeiten
an Dateien. Blogs machen
Teachtoday:
Medien, aber sicher.
Die Teachtoday-Plattform der
Telekom bietet Kindern und
Jugendlichen, Eltern, Groß-
eltern, Lehrern und Erziehern
ein umfassendes Angebot rund
ums Thema digitale Medien.
Hier finden Interessierte Links
zu Themendossiers, Lern-
modulen und Online-Work-
shops sowie Medien-
kompetenz-Checks
für unterschiedli-
che Altersstufen,
Gestaltungs-Ideen
für Aktionstage
und aktuelle News.
Lernende zu Informationsproduzenten. Vom Lehrer
erstellte Youtube-Videos können den Lehrstoff
jederzeit und von überall abrufbar machen. Soziale
Netzwerke bieten sich als digitales Zuhause von
Lerngruppen an.
Mit der Deutschen Telekom Stiftung greifen wir
diesen digitalen Wandel im Bildungswesen auf: Seit
über 15 Jahren unterstützen wir Projekte, die sich
mit Themen aus dem mathematisch-naturwissen-
schaftlich-technischen Umfeld (MINT) beschäftigen –
wie etwa die deutschlandweiten Code+Design
Camps, die Jugendliche ab
zwölf Jahren für IT begeistern sollen, oder die „Coding
Robotik 4 Kids“-Events für Kinder ab der 3. Klasse.
Wir zeigen, warum eine gute MINT-Bildung die
Voraussetzung für Teilhabe in der digitalisierten
Welt ist, wie sich die Bildungschancen dank digitaler
Medien verbessern lassen – und wie Schulen mit
neuen Konzepten das Lehren und Lernen mit
digitalen Medien erfolgreich gestalten können.
Auch die Förderung der digitalen Medien-
kompetenz liegt uns am Herzen. Was genau weiß
das Internet über mich? Was passiert mit diesen
Daten? Wie schütze ich meine Privatsphäre?
Wir wollen den digitalen Wandel verantwortlich
begleiten und dazu beitragen, Menschen in jedem
Alter die Teilhabe zu ermöglichen.
Eines unserer Hauptanliegen:
Kinder und Jugendliche,
Eltern und Großeltern sowie
pädagogische Fachkräfte zu
kompetenten, sicheren Medien-
nutzern zu machen – etwa mit Hilfe
der Initiative „Teachtoday“ oder dem
Kindermagazin „Scroller“.
Begeistert
lernen für
die Welt
von morgen.
Digitale Teilhabe

100. Brand Driven Progress 197
196 Brand Driven Progress
Nächster Halt:
Klimaneutralität.
Nachhaltigkeit
Ausgediente Mobilfunkgeräte zum
Recyceln an uns zurückgeben oder
hochwertige Handys und Smartphones
im Telekom-Shop in Zahlung geben
können unsere Kunden schon lang.
Um noch mehr Ressourcen zu sparen,
bieten wir seit November 2019 den
ersten nachhaltigen Smartphone-
Kreislauf in Deutschland an.
Gebrauchte Endgeräte werden so
aufwändig aufbereitet und technisch
überprüft, dass unsere Kunden ein
„fast wie neu“-Endgerät bekommen
können. Jedes aufbereitete Gerät
verbraucht 70 % weniger Ressourcen
als ein neues – und kostet auch
weniger. Zudem ist die Verpackung
zu 100 % biologisch abbaubar.
Nicht schlecht für unsere erste
Umweltinitiative, die das
„we care“-Label tragen darf.
Brand Driven Progress 197
Wir kümmern uns drum.
Unsere Initiative „we care for
the planet“ verankert unser
Bekenntnis zu Verantwortung und
Klimaschutz noch stärker in
unserer Unternehmensstrategie.
Seit Januar 2020 surfen
Telekom-Kunden in einem
klimaneutralen Netz – der
Strombedarf des Telekom-
Netzes wird zu 100 %
durch erneuerbare Energien
gedeckt. Ab 2021 soll auch
konzernweit ausschließlich
grüner Strom eingesetzt
werden. Bis 2030
wollen wir unsere klima-
wirksamen Emissionen
um 90 % reduzieren.
Reparieren und Recyclen
Die Gehäuse unserer schwarzen Endgeräte
bestehen zu 100 % aus recyceltem Plastik.
Zudem bereiten wir alle Router und Media
Receiver nach ihrem Einsatz als Mietgeräte
wieder auf und verwenden sie weiter.
Das verlängert ihre Nutzungszeit – damit
verdienen sie das „we care“-Label.
Ab auf den Kompost!
Die Verpackung für unsere
erneuerten Smartphones
besteht aus Stärke, pflanz-
lichen Zellulosefasern,
Wasser und einer stabilisierenden
Masse und ist zu 100 % biologisch
abbaubar. Extrem leicht ist sie auch,
das spart Ressourcen beim Transport.

101. Brand Driven Progress 199
198 Brand Driven Progress
Und was
hat das
alles
gebracht?
Neupositionierung
der Marke und
vielfältig verflochtene
Implementierung in
allen Lebensbereichen –
der Erfolg lässt
sich messen. Denn die
Marke steigert auch den
Unternehmenswert.

102. Brand Driven Progress 201
200 Brand Driven Progress
Erfolg durch
Kontinuität.

103. Brand Driven Progress 203
202 Brand Driven Progress
Von der Technologie- zur Erlebnismarke.
Die bemerkenswerte Verwandlung der
Telekom in Zahlen.
Die wertvollste
Telekommunikations-
marke Europas. Heute ist unsere Marke laut der BrandZ-
Studie von Kantar fünfmal so viel wert
wie 2008. Damals betrug unser
Markenwert 9 Mrd. USD – heute
sind es 45 Mrd. USD.
Steil
nach oben.
höhere Kaufabsicht.
Starke Marke, bessere
Vermarktung der Pro-
dukte: Unsere Markt-
forschung belegt, dass
Kunden, die der Telekom
gegenüber positiv einge-
stellt sind, eine sieben-
fach höhere Kaufabsicht
haben als nicht
markenaffine Kunden.
7x
80%
unserer Mitarbeiter weltweit sind
stolz auf ihre Marke. Das ergeben
regelmäßige Pulsbefragungen.
45 Mrd.
USD
2020
2008
9 Mrd. USD

104. Brand Driven Progress 205
204 Brand Driven Progress
400
Mit Abstand die beste Marke.
Erfolgreich
verbinden.
Im Ranking der wertvollsten
Telekommunikationsmarken
Europas stehen wir auf Platz 1
– 2008 war es noch Platz 4.
Im weltweiten Vergleich der
führenden deutschen Marken
bewegt sich die Telekom bei-
spielsweise laut Brand Finance
Institute regelmäßig unter den
besten drei.
Im Digital Participation Index
sind wir die stärkste Telekom-
munikationsmarke. Der Index
bewertet, wie sehr wir das Leben
der Menschen bereichern, indem
wir Zugang zu den digitalen
Möglichkeiten von heute schaffen
und ihnen damit die Chance zu
gemeinschaftlichen Erlebnissen
geben. Unsere Kunden sehen uns
hier sogar fast auf Augenhöhe
mit Google, eine der beiden
stärksten Marken im Umfeld
(interne Studie durch Kantar).
3
2
1
2020
Mehr
als
für Kommunikation und
Design seit 2008. Darunter
sind allein 29 Cannes-Löwen
des International Festivals of
Creativity. Die Telekom ist der
mit Abstand erfolgreichste
Teilnehmer der Branche bei
den Effies seit dem Bestehen
des Awards. Und im Corporate
Publishing sind wir mit dem
Format Telekom Electronic
Beats ebenfalls erfolgreichster
Teilnehmer unserer Branche.
bereichert mein Leben durch einfachen Zugang zu gemeinschaftlichen Erlebnissen
lässt
alle
an
den
Möglichkeiten
von
heute
teilhaben
DURCHSCHNITT
nationale und
internationale
Awards
1

105. Brand Driven Progress 207
206 Brand Driven Progress
Tim Höttges,
CEO, Deutsche Telekom
Telekom Hauptversammlung 2019
„Teilhaben an den
Chancen der Digitalisierung.
Teilhaben an neuem
Wohlstand. Kurz: dabei sein.
Dafür arbeiten wir.“
Brand Driven Progress 207
206 Brand Driven Progress

106. Prepared for
tomorrow.How the brand
prepares for the
future.
208 Brand-Driven Progress Brand-Driven Progress 209

107. 210 Brand-Driven Progress Brand-Driven Progress 211
Can a brand be agile, innovative, and
exciting, but still stay grounded and
exude reliability at the same time?
It can! While digitalization revolutionizes
our society at lightning speed, Deutsche
Telekom is on hand for countless people
as an experienced partner, allowing them
to discover the new technical possibilities
in all of their facets and employ them
optimally. In addition, for those who feel
uneasy just from the sheer number, speed,
and complexity of social and technical
changes, the brand acts as a trusted
companion, offering them the support they
need to see digitalization as an opportunity.
We can do so because on our journey
from the technology brand to the
experience brand we never lost sight of
our goal – connecting people and
allowing them to participate in the
opportunities offered by digitalization.
That is the unbudging core of our
brand. And yet it is still flexible enough
to react dynamically to technical and
social changes without losing its
credibility.
That is exactly what characterizes our
brand and what makes it future-proof.
A companion
through change.

108. 212 Brand-Driven Progress
Digitalization brings
with it new challenges
for brands. The decisive
element is identifying
the signs of the times
at an early stage
and aligning one’s
with them accordingly.
strengths
Brand-Driven Progress 213

109. 214 Brand-Driven Progress Brand-Driven Progress 215
Magenta as
a cell of
a growing
ecosystem.
The flood of information and entertainment offerings in
our always-on society sees brands faced with considerable
challenges. Always on the lookout for the next attraction,
people switch seamlessly between content and media.
Brand loyalty is decreasing, and the context in which the
brands appear is shifting time and time again.
Successful branding therefore needs to function at a
global level and be rapidly recognizable but at the same
time flexible so as to be able to reinvent itself over and
over again. That is the only way for brands to remain visible
and appealing.
Mobile end devices, social media, and technologies such
as virtual and mixed reality require adaptable solutions.
Consequently, brands must be managed today in a manner
which is not homogeneous and rigid, but rather far more
coherent.
A strong brand core with a clear guiding principle with
regard to content in combination with visually easily
digestible brand signals is therefore advantageous – just
like our magenta. Hardly any other company is as clearly
associated around the world with a single color as Telekom.
Thanks to the internationally protected color brand, the
industry-exclusive magenta offers enormous efficiency
advantages for communication – across all market
segments and countries.
In 2014, Telekom bundled fixed network and mobile com-
munications services, using the brand color as a category
name for the first time. MagentaONE is born – with a
powerful signal combining a word and color. In just a few
years, an entire Magenta universe develops.
From MagentaSports to MagentaCloud right up to
Magenta SmartHome: The portfolio encompasses
infrastructure and also content offerings.
And this is not only limited to the domestic market,
the name Magenta allows standardized offerings
right across Europe. In this way, the formulated claim
“Leading European Telco” becomes visible across
national borders for the first time and inextricably linked
with the MagentaONE offering and the corporate color.
Soon, Magenta becomes a synonym for Telekom
throughout Europe and even in the USA.
Entertainment
S
e
r
v
i
c
e
Security
Busine
s
s
H
o
m
e
n
e
t
w
o
r
k
i
n
g Magenta
VR
Magenta
Gaming
Magenta
Sports
Magenta
Music 360
Magenta
TV
Magenta
SmartHome
magenta.de
Mail
Magenta
Cloud
Magenta
App
Magenta
Service
Magenta
Security
Magenta
Business
Ask
Magenta
Magenta
Helps
Magenta
ONE
Magenta
ONE

110. 216 Brand-Driven Progress Brand-Driven Progress 217
Magenta’s success is tangible –
within the company as well.
Magenta allows a new feeling of
identification and unites our
employees around the world.
Magenta
connects.

111. Focusing more on the color allows us
to drive the evolutionary process of our
brand even further.
A radiant
brand.

112. Brand-Driven Progress 221
Anyone who sees Magenta in the USA immediately
thinks of our company. Consequently, our American
subsidiary utilizes the Magenta identification far
beyond the bounds of the offering communication
and internal branding. The company employs the
slogan “Be bold, be Magenta” to encourage skilled
personnel from across the country to apply and
become a member of the Magenta family –
to great success.
The Love Magenta concept introduced in 2016
satisfies employees’ and customers’ desire to
display their connection with the brand in new and
different ways. From room fragrances to sneakers:
The online store at lovemagenta.com offers
high-quality designer fashion,
accessories, and gadgets with
magenta-colored highlights.
The online offering
BeMagenta.com is launched in
the USA the same year.
This genuine form of employee
retention also manifests
Magenta as an indispensable
Telekom brand element. The
articles are used with pleasure
not only during working hours
but also outside of work and
What functions successfully in the market
also meets with a positive response –
especially within our own ranks. More than
80% of our employees are proud of the
brand and identify with it to an extraordi-
nary extent. The vividly contrasting brand
color offers them the opportunity to dis-
play the pride they have in their work
emphatically or more understatedly –
independently of the eye-catching logo.
In this way, a veritable Magenta cult devel-
ops within the company with a creativity
that knows no bounds and unites our
employees wherever they are in the world.
are so unmistakable that the
majority do not even require a
logo. However, it is always
clear that they come from
Telekom – thanks to the visual
anchor magenta. The concept
meets with approval. In addi-
tion to the website, we also
open a pop-up store in our
headquarters in the fall of
2018. Love Magenta shows to
great effect how the color
alone is sufficient to lend the
experience brand a lifestyle
which breaks away from former
ways of thinking and makes
the brand sustainably attractive
for all target audiences.

113. Brand-Driven Progress 223
And staying
credible
in every
situation.
Going new
ways.
Digitalization
opens up an
infinite world of
new opportunities.
In order to tap into
them, the brand
must win over new
target groups.
222 Brand-Driven Progress

114. 224 Brand-Driven Progress Brand-Driven Progress 225
One color
unites
worlds.

115. 226 Brand-Driven Progress
Fashion Fusion brings together the worlds of technology, fashion, and
design. Together with reliable partners, Telekom promotes the vision-
ary concepts of start-ups and young businesses transforming high
tech, styles, and services into smart fashion and connected accesses.
As technology will change fashion and lifestyle time and time again in
the future, we want to work together with our partners to contribute to
developing user-friendly and safe solutions which enrich people’s day-
to-day lives.
For example, together with the Red Bull fashion label AlphaTauri and
Swiss fashion house Schoeller, Telekom is launching individually heat-
able jackets and vests on the market, and thereby raising the game for
innovative styles to a whole new level. Integrated sensors measure the
temperature inside the garment and, in this way, allow optimal control
via an app. This technology also makes the water-repellent jacket
lighter. As such, it not only requires less material, but can also be worn
all year round. Premium manufacturing and high-quality components
guarantee a long-lasting jacket. That saves resources.
Everywhere where new ideas and business fields are
being opened up across international borders, magenta
creates a simple, fast, and, if necessary, discreet
association with Telekom. Among other things, the
color accompanies the visually smart textiles
concepts marketed by Telekom under the name
Fashion Fusion.
MagentaGaming is
the name of the cloud
gaming service with which
Telekom is opening the door
to the more than 2 billion
gamers around the world.
High-performance servers
stream more than 150 games
to all end devices and
render the purchase of
expensive consoles and
games unnecessary.
Magenta VR, the virtual
reality app with which not
only families can view thrill-
ing VR content also features
Magenta in its name. In this
way, the striking color
boosts the already initiated
dynamization of the brand
and recharges its batteries.

116. 228 Brand-Driven Progress Brand-Driven Progress 229
The rebranding in Austria in 2019
showed the true power of
Magenta: The takeover of the
fixed network provider UPC
allowed us to create a full-service
provider: mobile communications,
fixed network, Internet, enter-
tainment, and state-of-the-art
technologies for digital life – all
from a single source.
The old name T-Mobile is no lon-
ger apt for the integrated offering
and the new responsibility for
Austria’s digital future; the name
Telekom Austria is already taken
by the main competitor. Magenta,
in contrast, is not subject to any
legal or meaning restrictions. The
color is already well-known and
the name can be associated with
all the new company services.
More than anything, however,
Magenta represents a new start.
It is an exclamation point for those
within and outside the company,
the symbol of a new beginning,
and takes advantage of the special
momentum created by the merger.
In order to tap into the full poten-
tial and distance ourselves from
the old T-Mobile world as quickly
as possible, we even go one step
further with the Magenta concept:
Magenta takes the spotlight for
the first time as a real offering
brand. The customer purchases
Magenta offerings from the corpo-
rate brand T. This renders Telekom
even more emotionally tangible
than before and charges it in the
sense of a true experience brand.
The introduction is a complete
success: The new brand attracts
everybody’s attention right from
the beginning. After just a few
months, Magenta is as well known
as T-Mobile and both brand
perception and brand preference
increase notably. Today, Magenta
stands not only for the best net-
work, the best customer service,
and the best offerings in Austria,
but also for comprehensive partic-
ipation in digital life even outside
of the big cities. The rebranding
illustrates Magenta’s marketability.
Tapping into
the full potential.

117. 230 Brand-Driven Progress Brand-Driven Progress 231
Actively
shaping
the future.
We want to accompany the
change constructively and
responsibly wherever possible.
That is brand-driven progress.
A digital world knows no
nationalities or national
borders. For this reason,
a uniform and globally
competitive brand image
is more important than
ever for us.

118. Brand-Driven Progress 233
We have been active in other business fields
beyond traditional telephony and the provision
of data cables for many years already.
Presenting the corporate color magenta as an
exclusive source of names in the growing port-
folio, as a design element for openly displaying
pride in your work and rapid recognition on
either a small or large scale, and as an offering
brand for new business has proved a good
idea. Magenta boasts outstanding radiance
when it comes to strengthening and contextually
recharging the Telekom brand.
Our deeply rooted brand identity “Life is for
sharing.” creates a deeper meaning and fosters
authenticity, while the brand element Magenta
guarantees flexibility and secures our unique
position. This combination means Deutsche
Telekom is well equipped for the future. People
trust those companies which accompany them
reliably and responsibly through the new digi-
tal age and enable them to play an active role.
We have the tools we need. The courage too.
The digital world is
more than just
telecommunications.
Smart home
Telecom
m
u
n
i
c
a
t
i
o
n
s
Digital
i
z
a
t
i
o
n
Banking
IoT – Internet
of Things
Connected
car
Fiber
Entertainment
Fixed network
Predictive
analytics
Home hubs
Autonomous
vehicles
Industrial
Internet
Digital
healthcare
Preemptive customer
services
Cloud
gaming
Next gen.
social networks
Connected
health agents
Robotics
New media
aggregators
Digital twin
Life caching
Augmented reality
Intuitive UI / Post app
Education
Drones
Energy
Virtual reality
Embedded
connectivity
Network
Mobile
Streaming
Cloud services
232 Brand-Driven Progress
Mobilec
o
m
m
u
n
i
c
a
t
i
o
n
s
Blockchain
Blockchain

119. 234 Brand Driven Progress Brand Driven Progress 235

120. PUBLICATION DETAILS IMAGE CREDITS
© Deutsche Telekom AG
PUBLISHER
Deutsche Telekom AG
Friedrich-Ebert-Allee 140
53113 Bonn
Germany
Telephone: +49 (0)228 181−0
E-mail: info@telekom.com
www.telekom.com
RESPONSIBLE FOR CONTENT
Hans-Christian Schwingen, Chief Brand Officer until March 2020
Alexander Engelhardt, Vice President Brand Management
CONCEPT AND DESIGN
Deutsche Telekom AG,
C3 Creative Code and Content GmbH
www.c3.co
PRINTING AND PROCESSING
teamdruck GmbH
www.teamdruck.com
TRANSLATION
Synonym GbR
www.synonymtranslations.com
IMAGE CREDITS
All images © Deutsche Telekom AG, apart from: pages 08−09: Cadmo Quintero; pages 10−11: Henry Lu; pages 12−13: Jeff Moore;
pages 14−15: Getty Images (10); pages 16−17: Getty Images (8), Jena Ardell; pages 18−19: Getty Images; page 22: Getty Images;
pages 26−29: Getty Images (3); pages 32−33: Getty Images; pages 36−39: Getty Images (2); pages 42−47: Dennis Kubon;
page 59: Getty Images; page 60: Getty Images (2), Alamy; page 74: Getty Images; pages 78−79: Getty Images; pages 84−85: dpa/Picture
Alliance; pages 98−103: Andre Druschel; pages 106−107: Getty Images (3), Hero Images (2); pages 114−115: Florian Geiss, Năluca, Robert
Riger; pages 116−117: Getty Images; page 119: AS Syndication; pages 120−121: Jeff Moore; pages 122−123: Florian Geiss, Kenneth Willard;
pages 124−125: Sven Heinrich; pages 126−127: Bob Carey; pages 128−129: Bob Carey, Sven Görlich; pages 130−131: Georg Schuster, Dan
Perjovschi, Igor Grubić, 366 Liberation Rituals, Detail, Bartosz Gorka, Benjamin Westhoff; pages 134−135: Norbert Ittermann (2);
page 138: Akua; pages 140−141: Bertalan Soos; pages 146−147: PX2; pages 148−149: Petru Ivu, Adobestock, Grzegorz Waliczek (2),
Armando Babani; page 164: Hitchhiker Films; pages 170−171: Getty Images; pages 172−173: Norbert Ittermann; page 181: Norbert
Ittermann; pages 186−187: Norbert Ittermann (3); pages 194−195: Jörg Heupel (2); page 218: Norbert Ittermann;
pages 220−221: T-Mobile US, INC (2), Marc Oortman, Norbert Ittermann, Blake Bolton; page 224: Norbert Ittermann; pages 226−227:
Christopher Puttins, Getty Images, Andreas Rentz, https://magenta-gaming.telekom-dienste.de/games; pages 228−229: kail photographs/
Magenta Telekom (2), Shutterstock; page 234: Norbert Ittermann
All infographics: C3 Visual Lab
Cat. no. 641210221A
ISBN 978−3−9822018−1−8
236 Brand-Driven Progress