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Telco Trends 2010 - Berlin Telco Summit
The 2010 Telco Summit report highlights current trends in telecommunications, focusing on consumer empowerment through tailored tariffs and co-creation initiatives. It identifies key challenges faced by telcos including creativity deficits and increasing network congestion, while emphasizing the growing importance of privacy and social media integration. The report also discusses the impact of consumer demand for personalized services and the necessity for telcos to redefine their identities beyond traditional service offerings.
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Telco Trends 2010 - Berlin Telco Summit
- 1. telcwho? 2010 TelecommunicaEon Trend Report © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 2. 19 telco brand & communicaEon strategists from around the globe … GERMANY I UK I SPAIN I ITALY I INDIA SINGAPORE I MEXICO I SWITZERLAND TURKEY I NETHERLANDS I POLAND © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 3. … discussing Trends & Developments & CuZng‐edge Ideas in 15 Markets* * MALAYSIA I GERMANY I UK I SPAIN I ITALY I SINGAPORE I CHINA I MEXICO I POLAND PHILIPPINES I INDIA I INDONESIA I TURKEY I NETHERLANDS I SWITZERLAND © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 4. The way to the report. More collaboraEon! New Think Tank Sessions! © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 5. CHAPTERS hot tailored tariffs more freedom for consumers hot Telcos & People hot lack of meaning Telcos & IdenEty consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Telcos & Society Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 Telcos & Social Web Devices hot network congesEon devices integraEon in business hot & Apps hot processes Telcos & partnerships social media phones become standard Business long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 6 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 6. TRENDS & OBSERVATIONS hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 7 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 7. TELCOS & PEOPLE hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 8 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 8. TELCOS & PEOPLE Source: mumbai.mtnl.net.in Source: maxis.com.my Smartphones conquer the world and (almost) everybody can get one. Source: Base.de TAILORED TARIFFS Consumers are able to create their own tariffs based upon their individual needs. And increasingly they are not bound to DEMOCRATIZATION minimum fees or terms anymore. OF SMARTPHONES Source: myesia.com Source: Base.de Source: contagiousmagazine.com Source: Giffgaff launches new markeEng campaign, mobiletoday.co.uk Sources: laboratories.telekom.com, 4010.com (CO‐CREATION) Consumers turn into co‐creators ... Really? Co‐creaEon is open sEll At least, there are some excepEons: In the UK, O2 launched a limited to adverEsing new brand called giffgaff, which is run by its own members. And and communicaEon. in Germany, Telekom set up a “StreetLab” in Berlin Neukölln, a district with a high percentage of Turkish and Arabic residents, and in daily changing workshops invited kids to “play with the future.” Source: andywillwechseln.de 9 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 9. TELCOS & IDENTITY hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 10 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 10. TELCOS & IDENTITY Source: telcel.com Source: info.singtel.com/personal Source: o2online.de Price is sEll very dominant LACK OF in many markets, “free”, CREATIVITY “graEs” and bonuses are sEll important communicaEon values. Lack of creaEvity? In terms of structuring & communicaEng prices and tariffs, there are very few inspiring examples. FOCUS ON FUNCTIONAL VALUES Source: o2online.de Source: orange.pl Some big Telcos have simplified their brand architecture, focussing on their main brands. BRAND ARCHITECTURE Source: telekom.com Source: telefonica.com 11 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 11. TELCOS & SOCIAL WEB hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 12 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 12. TELCOS & SOCIAL WEB Source: twiter.com Source: spiegel.de THE DOWNSIDE OF Telcos have started to integrate SOCIAL MEDIA Social Media in their business processes, creaEng useful services for their customers (e.g. quick & easy customer support and recruitment) Social Media is not only an agent for social and INTEGRATION IN economic change in the world but also a powerful BUSINESS PROCESSES tool for the evil: e.g. North Korea, Iran and Venezuela Source: digital‐employer‐branding.de have started uElizing it for their purposes already. Source: wired.com Source: de‐bug.de APPLE AS GATEKEEPER Apple – genius enabler or puritan gatekeeper? In June 2010, Apple hit the headlines aper banning a comic book version of Ulysses – intended as an app for the iPad – because of a drawing of unclothed human breasts. 13 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 13. TELCOS & SOCIETY hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 14 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 14. TELCOS & SOCIETY Source: ideacellular.com/IDEA.portal Source: millionen‐fangen‐an.de RESPONSIBILITY Only very few CSR acEviEes of Telcos are perceived as meaningful. PosiEve examples are Telekom in Germany and the brand Idea in India, which address subjects such as ‘environment’ or ‘health’ that are relevant for society. Source: hyves.nl/acEe/stanislav Source: epost.de PRIVACY In Germany, Deutsche Post launched a big Privacy is becoming a big issue in some markets: The campaign, promoEng a new service – the E‐ Dutch Ministry of JusEce launched a viral campaign to Postbrief – which allows for the safe digital make people aware of cybercriminals. transmission of confidenEal data. 15 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 15. TELCOS & BUSINESS hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 16 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 16. TELCOS & BUSINESS In many saturated markets with high smartphone penetraEon, network quality becomes a major issue and is picked up on by many Telco Companies. In response to the increasing network congesEon, they are struggling to find soluEons for it. Source: business.singtel. Source: telekom.de/geschaepskunden com/onestop NETWORK QUALITY Source: o2online.de Along with a trend towards niche‐targeEng and NETWORK long‐tail, Telcos discover the B‐to‐B segment. And CONGESTION increasingly, they consider the fact that business people are human beings, too, in their Source: thenextweb.com/uk/ communicaEon. Beyond that, they have started to provide complete business soluEons rather Source: t‐mobile.nl Source: thenextweb.com/uk/ Source: mashable.com than single products or isolated services. Source: tatasky.com Source: o2‐sony.de / blog.makeastartup.com InnovaEon is sEll a safe way to success, especially in saturated markets. Cross‐industrial partnerships such as the ones between Tata and Sky in India or Sony and O2 in Germany bundle knowledge and resources to give customers a truly holisEc media and entertainment experience. PARTNERSHIPS 17 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 17. DEVICES & APPS hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 18 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 18. DEVICES & APPS LOCATION‐BASED SERVICES SOCIAL MEDIA PHONES BECOME STANDARD FEMTOCELLS / HD COICE Not only the quality of the network has room for improvement – innovaEve devices can contribute, too … Sources: vodafone.co.uk MOBILES AS SHOPPING AND SELLING DEVICES Source: Orange trials HD phone calls, Source: telegraph.co.uk virginmobileusa.com Source: BT to launch tablet computer to rival iPad, telegraph.co.uk Source: 1und1.de TABLET Mobile payment and mobile wallets are providing PCS customers with more convenience. Smartphones can be turned into mobile credit card terminals and empower small businesses. Fixed line providers discover Tablet PCs as a new customer loyalty tool: In Germany, 1&1 is heavily promoEng its “Smart‐Pad” as part of a double play offer at no extra charge – 24 month minimum term. In the UK, BT has also developed its own version of the iPad, to be sold in 2011. 19 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 19. CONFLICTING AREAS hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power consumers in power lack of creaEvity focus on consumer power (co‐creaEon) funcEonal limits of giffgaff democraEzaEon responsibility values “On the one hand, consumers have gained more power of smartphones privacy is becoming a major issue and freedom. On the other, their influence is open restricted to a superficial level or limited by strict rules that are established by powerful brands such as Apple Apple as or Facebook.” gatekeeper the downside of social media network mobiles as NINA REICKE, PARTNER I MUSIOL MUNZINGER SASSERATH quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business processes partnerships limits of technology hot hot democraEzaEon social media phones of technology become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 20 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 20. CONFLICTING AREAS hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power consumers in power lack of creaEvity focus on consumer power (co‐creaEon) funcEonal limits of giffgaff democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business hot hot processes partnerships social media phones become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 21 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 21. CONFLICTING AREAS hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power consumers in power lack of creaEvity focus on consumer power (co‐creaEon) funcEonal limits of giffgaff democraEzaEon responsibility values “There is a rapid movement of democraEzaEon of of smartphones privacy is becoming a major issue technology: Smartphones and other devices and services become available for all customer segments all Apple as over the world. However, this development leads to gatekeeper the downside of social media data overload and network congesEon, which is a huge network mobiles as technological challenge for Telco Providers.” quality shopping & social media 2.0 selling NINA REICKE, PARTNER I MUSIOL MUNZINGER SASSERATH hot network congesEon devices integraEon in business processes partnerships limits of technology hot hot democraEzaEon social media phones of technology become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 22 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 22. CONFLICTING AREAS hot tailored tariffs more freedom for consumers hot hot lack of meaning consumers in power lack of creaEvity focus on giffgaff (co‐creaEon) funcEonal democraEzaEon responsibility values of smartphones privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business processes partnerships limits of technology hot hot democraEzaEon social media phones of technology become standard long‐tail/niche targeEng locaEon‐based femtocells / hot improving the basics B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 23 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 23. CHALLENGES hot tailored tariffs more freedom for consumers hot redefine customer hot consumers in power become lack of meaning more funcEonal consumers in power focus on lack of creaEvity consumer power relaEonship (co‐creaEon) limits of giffgaff meaningful responsibility values “Given these developments – the increase of consumer democraEzaEon of smartphones be good power and freedom and the democraEzaEon of privacy is becoming a major issue technology – Telco Companies find themselves in a kind of idenEty vacuum. What do they stand for? How can they Apple as find meaningful posiEons that go beyond funcEonal gatekeeper the downside of social media network values such as prices and discounts? What can they mobiles as quality selling social media 2.0 contribute to people’s lives and society?” shopping & NINA REICKE, PARTNER I MUSIOL MUNZINGER SASSERATH hot network congesEon devices integraEon in business processes partnerships limits of technology hot hot democraEzaEon social media phones of technology be innovaEve become standard long‐tail/niche targeEng locaEon‐based improving the basics femtocells / hot B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 24 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 24. CHALLENGES hot tailored tariffs more freedom for consumers hot redefine customer hot consumers in power become lack of meaning more funcEonal consumers in power focus on lack of creaEvity consumer power relaEonship (co‐creaEon) limits of giffgaff democraEzaEon meaningful responsibility values of smartphones be good privacy is becoming a major issue Apple as gatekeeper the downside of social media network mobiles as quality shopping & selling social media 2.0 hot network congesEon devices integraEon in business processes partnerships limits of technology hot hot democraEzaEon social media phones of technology be innovaEve become standard long‐tail/niche targeEng locaEon‐based improving the basics femtocells / hot B‐to‐B services & devices HD voice loyalty programmes business customers = tablet PCs human beings hot 25 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 25. CHALLENGES “Does the brand have a bigger purpose? Does it champion something which is relevant for me in my life? So that I can associate with the brand? Something that takes it beyond the funcEonal qualiEes and creates a deeper meaning for people in their life?” become more meaningful “Championing a cause to give the brands a more human mission – that’s what amazed me. Even in a Telco Conference, this became a criEcal point. And I am very happy about that, because brands are losing their mission.“ 26 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 26. CHALLENGES … by focussing in terms become of products (tariffs). … by focussing in terms more of brand architecture. Source: telekom.com Source: o2online.de meaningful … by perceiving (business) ... by delivering soluEons for ... by making products and achievements customers as human beings. problems within society. tangible and “real” for customers. Source: vodafone.com.tr Source: ideacellular.com/IDEA.portal Source: creaEe.nl/ Source: orange.pl 27 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 27. CHALLENGES “They have to be good. They have to be good corporate ciEzens and fulfil this responsibility with things telecommunicaEons can do – this could be educaEon, making people beter educated and being a beter part of society. But it could also be that they help with things that have a purpose; things that have a cause and just supporEng with the means of telecommunicaEon.” be good „It was very disappoinEng to see how few CSR programmes there are. It would be good if Telco providers were able to actually create something tangible. Saying “here is what we are about as a company. Are you (the consumer) that kind of person? (...) then join us”. In the future I would like to see more examples. What are they puZng back – I think on a business side it would help them be more tangible but community‐wise it would actually help them mean something more to people.” 28 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 28. CHALLENGES Source: hyves.nl/acEe/stanislav … by taking responsibility for the dangers of telecommunicaEon. be good … by acEng like a responsible corporate ciEzen and doing something relevant. Source: millionen‐fangen‐an.de Source: tatasky.com/ 29 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 29. CHALLENGES redefine customer relaEonship „Many Telco brands have found themselves creaEng cynicism, distrust and disconnecEon simply because they are not really doing things in line with the consumers’ wishes. They are leading the consumer rather than having the consumer lead them. (...) Some brands allow consumers to create their own packages and tariffs and I think that’s a major trend (…) that we will see in forthcoming years globally giving more power to the consumers to dictate what it is that they want.“ „giffgaff – this example from the UK, where they gave the total control of the brand to the customers and it seems as if the customers where running the brand. I find it a revoluEonary concept.“ 30 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 30. CHALLENGES … allowing them to tailor their tariffs to their individual needs. redefine customer relaEonship Source: base.de … helping them to create their own brand. … leveraging their creaEvity and involving them in innovaEon processes. Source: Giffgaff launches new markeEng campaign, mobiletoday.co.uk Source: contagiousmagazine.com Sources: 4010.com, spiegel.de 31 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 31. CHALLENGES „People are never going to be saEsfied (…) their demands are coming from influences from across categories (...). They don’t look for and seek benefits exclusively from within the category, because the influences are coming from everywhere. (…) Thus, there is a need to deliver fantasEc funcEonal qualiEes. (…) You cannot let yourself down on those. Those demands are only going to rise more and more.” be innovaEve 32 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 32. CHALLENGES revoluEonary brand ideas innovaEve business models Source: speach.de new tariff concepts Source: giffgaff.co.uk invenEve soluEons for given problems interesEng partnerships Source: base.de Source: cnet.com, unicor.com innovaEve research concepts Source: o2‐sony.de innovaEve hardware be innovaEve Source: spiegel.de, 4010.com Source: 1und1.de 33 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 33. telcwho? 2010 TelecommunicaEon Trend Report For more informaEon and the full 2010 TelecommunicaEon Trend Report please contact Nina Reicke nr@musiolmunzingersasserath.com Musiol Munzinger Sasserath Gesellschap für umsetzungsorienEerte Markenberatung und Markenentwicklung mbH Rosenstraße 18, D‐10178 Berlin T +49 30.7790777‐82 F +49 30.7790777‐99 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT
- 34. THE BERLIN TELCO SUMMIT The Berlin Telco Summit is an iniEaEve of the Berlin‐based brand consultancy Musiol Munzinger Sasserath in cooperaEon with Republic, a Milan‐based adverEsing agency, which is part of the Publicis Network. It took place for the fourth Eme on the 15th and 16th of July 2010. It drew together 19 communicaEon and brand strategist represenEng 16 markets such as Italy, Spain, UK, Turkey, Germany, the Netherlands as well as Mexico, India, China, Singapore, Indonesia, Japan etc.. The idea of the summit is to connect and exchange the knowledge of experts within agencies of the Publicis Network, as well as independent consultancies, who have substanEal experience in the telecommunicaEons industry. MUSIOL MUNZINGER SASSERATH Musiol Munzinger Sasserath is a leading independent implementaEon‐oriented brand consultancy. The company helps to develop sustainable value for their clients’ brands. Based on excepEonal brand knowledge and brand management experEse Musiol Munzinger Sasserath collaborates with companies to successfully manage their brands and to develop organisaEons. Musiol Munzinger Sasserath’s business experEse covers automoEve/mobility, consumer goods, financial services, retail, service industries, uEliEes, IT/telecommunicaEons, industrial goods and technology, media and entertainment, pharmaceuEcals and health care. 35 © by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT