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The Near Future of Telecom Q3 2015

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Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Telecom.

Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the early signs that are coming from the intersection of culture, business and technology, we found 3 emerging opportunity areas for telecommunication providers:

1. Beyond Talk and how communications habits are changing
2. Provide Value to the lives of your customers
3. Connected Everything and the rise of the Internet of Things

This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.

Veröffentlicht in: Marketing
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The Near Future of Telecom Q3 2015

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. The Near Future of Telecom Q3 2015 NEW BEHAVIOURS. NEW OPPORTUNITIES. LHBS // THE NEAR FUTURE OF TELECOM 1
  2. 2. ABOUT. At LHBS, we are curious about the brand opportunities that lie at the crossroads of emerging consumer needs, enabling technology and market dynamics. What we learn, we like to share. That’s why we’ve created the Near Futures Series of inspiration and insights reports designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is about The Near Future of Telecom Industry. We hope you enjoy this deck and are able to be inspired by it in your innovation process. This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story. INTRODUCTION UNDERSTAND TODAY. SHAPE TOMORROW. 2 LHBS // THE NEAR FUTURE OF TELECOM Discover Define Develop Deliver UNDERSTAND TODAY. SHAPE TOMORROW.
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRO
 DUCTION. Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the signals from the intersection of consumer behavior, new technologies and business dynamics, we found 3 emerging opportunity areas for telecommunication providers. The report will explore the evolving communications habits, value of marketing as a service rather than a interruption and the importance of the Internet of Things for the telecom industry. Each chapter is followed by actionable and real-world implications for a simple execution. LHBS // THE NEAR FUTURE OF TELECOM Marta Kusnierska Consultant at LHBS lhbs.com | mk@lhbs.com INTRODUCTION 3 This is a summary of emerging themes and trends based on the signs published in the Inspiration-Hub. The document contains theme identification accompanied by narrative, supporting signs, customer insights & actionable implications for the brands in the telecom industry. https://inspiration-hub.com/
  4. 4. UNDERSTAND TODAY. SHAPE TOMORROW. provide VALUE connected EVERYTHING beyond TALK LHBS // THE NEAR FUTURE OF TELECOM CONTENT 4 CONTENT
  5. 5. beyond TALK LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW. 5 BEYOND TALK
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. Despite network providers charging most of their fees for voice calls and the rest for data, in reality consumers are using it exactly the opposite way, as is marked by the yearly decline of phone calls. Instant messaging— efficient, permanent and allowing to for a precise but also quick expression— tends to be favored over phone calls, which are increasingly seen as less considerate, more intrusive and demanding an immediate response. The changing landscape of social networks reflects the shifts in preferred means of communication— from long and written formats or Facebook statuses, to visual and video content (Instagram & Snapchat), to short and bite-sized information (Twitter). TREND OVERVIEW // BEYOND TALK 6 In the past years, fast-moving technology and the abundance of apps have significantly altered the relationships people have with their smartphones. Being constantly connected and reachable, consumers are increasingly using mobiles for much more than simply making phone calls. beyond TALK LHBS // THE NEAR FUTURE OF TELECOM
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // THE NEAR FUTURE OF TELECOM WHY IT MATTERS // BEYOND TALK 7 Teens & Social Media Rise in intimate and non-verbal communication The typical teenage opinion that “Everyone uses Instagram” is due to its private, less commercial and engaging nature. Facebook, on the other hand: “it’s dead to us.”— it reminds teens of and “awkward family dinner we can’t leave” with too many brands there. Nevertheless, everyone still has it. Meanwhile, Snapchat is authentic, intimate and reserved for closest friends, while Twitter is used for catching up on news or impressing prospective employers. Explore Sign Learning Growing up in the “140 characters world”, Millennials and Gen Zs rely mostly on visual language that enriches their short and concise communication with emojis that precisely convey their emotions and current state of mind. 77% 59% 45% 76% Which social media account do 12-16 year-olds have?
  8. 8. UNDERSTAND TODAY. SHAPE TOMORROW. 8 What is missing on this teenager’s smartphone? Source: QZ WHY IT MATTERS // BEYOND TALKLHBS // THE NEAR FUTURE OF TELECOM
  9. 9. REPORT TITLE // INTRODUCTION. UNDERSTAND TODAY. SHAPE TOMORROW. 9 Four in ten smartphone users in the UK say that don’t need the call function on their device WHY IT MATTERS // BEYOND TALK Source: RT LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  10. 10. 40% 60% UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 51% 49% 10 49% Nearly a half of young smartphone users frequently use auto- delete apps like Snapchat or Wickr. Source: Pew Research Mobile Messaging and Social Media 2015 LHBS // THE NEAR FUTURE OF TELECOM WHY IT MATTERS // BEYOND TALK UNDERSTAND TODAY. SHAPE TOMORROW.
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW. SIGNS // BEYOND TALK 11 Movie Made With Emojis An upcoming movie reflects these changing communication habits Sony Pictures Animation is now developing an animated movie using emojis as the main characters. The “new” language of the youth is highly visual— punctuated with Instagram posts, smiley faces and heart emojis in places of written text. Explore Sign Learning The production of the movie reflects the recent shift to visual expression in young people’s communication habits, as well as how commonplace emojis have become, especially across Generation Z . LHBS // THE NEAR FUTURE OF TELECOM
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. SIGNS // BEYOND TALK 12 Silent Video Texting Yahoo messaging app combines traditional text messages with a silent video feed Yahoo has designed Livetext to be used for quick chat sessions just like regular texting, but with the addition of a person's face to add more emotion to the messages. The choice to eliminate audio means people can use it anywhere, whether in a meeting, on a noisy street, during class, or on public transportation. Explore Sign Learning The app illustrates communication habits of the younger generation— combining the disappearing and intimate nature of Snapchat, with texting and emoji possibilities, as well as visual appeal and interactivity of a video call. LHBS // THE NEAR FUTURE OF TELECOM
  13. 13. UNDERSTAND TODAY. SHAPE TOMORROW. Millennials & Call Anxiety Millennials have a "fear" of talking on the phone and instead choosing other ways to stay connected, they prefer to communicate through text, instant messaging or social media that are seen as less invasive, giving more control and not as immediate. Learning Young people prefer being in control of how they are being reached and their communication habits have changed. No-Mobile-Phone-Phobia Nomophobia is a medical condition that is a smartphone separation anxiety and fear of being out of mobile contact. 80% of teens show emotional distress and feel “like part of my body is missing,” if they couldn’t use their smartphones to stay connected. Bite Size News on Snapchat The social media network Snapchat has recognized the potential of using the short and ephemeral nature of its app to provide content and released its new tool, Discover, that allows different media outlets post short- form news on their platform. Learning As mobiles become indispensable to customers and always- on, it is crucial to invest in mobile as a media channel. Learning Young people have shorter attention spans and greater desire to explore and interact with shorter content. 13 Explore Sign Explore Sign Explore Sign SIGNS // BEYOND TALKLHBS // THE NEAR FUTURE OF TELECOM
  14. 14. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATION The “new language” of young people is text-based, highly visual and instantaneous. Brands need to make sure that their communication reflects the new smartphone usage habits— ones that are driven by ongoing exchanges that are mainly text and image-based. 14 IMPLICATIONS // BEYOND TALKLHBS // THE NEAR FUTURE OF TELECOM
  15. 15. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATION The primary smartphone usage is not talk-based anymore. Brands should present tariffs in a way that they highlight how people use and interact with their smartphones— as data volume and speed become the main motive behind purchase decisions. 15 IMPLICATIONS // BEYOND TALKLHBS // THE NEAR FUTURE OF TELECOM
  16. 16. provide VALUE PROVIDE VALUE UNDERSTAND TODAY. SHAPE TOMORROW. 16 LHBS // THE NEAR FUTURE OF TELECOM
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW. With the smartphones so deeply ingrained in the daily lives, customers receive more advertising spam than ever before. The messages that are lost in that noise become indistinguishable. To stand out, brands need to be providing a real value to the customers beyond a simple interruption. Consumers are drifting towards products and messages that save their time, enrich their experience or increase their social capital. From billboards that serve as a bench to sit on, partnerships that help to manage health, better personal finances or improve education— brands should look beyond solely broadcasting a message that is an interruption and make things that people actually want, instead of making people want things. TREND OVERVIEW // PROVIDE VALUE 17 It is becoming increasingly difficult for brands to simply convince consumers to buy their products by pushing the message out. Instead, it is about moving marketing beyond interruption, towards marketing as a service– by using available means to add real value to the lives of customers. provide VALUE LHBS // THE NEAR FUTURE OF TELECOM
  18. 18. 40% 60% UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 28% 72% 18 86% Percentage of consumers that say they value useful brands over interesting ones. WHY IT MATTERS // PROVIDE VALUE Source: Razorfish Digital Dopamine Report LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  19. 19. 40% 60% UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 28% 72% 19 74% Percentage of brands that could disappear without being missed. WHY IT MATTERS // PROVIDE VALUE Source: Havas ‘Meaningful Brands’ Study LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW. 20 Meaningful brands outperform the stock market by 133% WHY IT MATTERS // PROVIDE VALUE Source: Havas ‘Meaningful Brands’ Study LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. 21 AT&T Accelerator For Education Partnership with educational startups to help young students AT&T is launching the Aspire Accelerator— an incubator for ed-tech startups, where the company will sponsor and mentor ventures that use technology to improve education and help students succeed. With these partnerships, the main goal of AT&T is to make an impact on society rather than achieve monetary goals. Explore Sign Learning The partnership allows for mutual benefit— the brand makes use out of startup expertise, and in turn provides the young company with finance and mentorship— at the same time working together towards a bigger cause. SIGNS // PROVIDE VALUELHBS // THE NEAR FUTURE OF TELECOM
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW. 22 Wi-Fi Only In A Shadow Encouraging customers to stay out of harmful sunlight Shadow Wi-Fi on a beach in Peru delivers the signal only to those who stay out of direct sunlight. Throughout the day, the reception moves along with the sun to make sure it only works in the shadow. Launched in conjunction with the Peruvian League Against Cancer it draws the attention to the dangers of exposing their skin to sunlight. Explore Sign Learning Partnering up with a health organization and providing a service based on certain conditions, guides consumers towards a healthier life and increases awareness of the issue. SIGNS // PROVIDE VALUELHBS // THE NEAR FUTURE OF TELECOM
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW. Cycling Safety Kit From Volvo Volvo has teamed up with a startup Albedo100 to develop a reflective safety spray that cyclists can spray on their equipment to increase their nighttime visibility to the car drivers. Learning Knowing that cars are dangerous to cyclists, Volvo proactively tries to minimize the indirect harm that their product may cause. Guidance On First Career The program is an academy run by the Barclays bank in cooperation with teachers and businesses. The sessions and gamifed assignments are targeted towards young generation to help them with essential “Life Skills”— CV tips, interview guidance and work experience. Pay For Food With Miles You Run For the Nike Women's 10km Run, the brand is launching a food truck campaign that is encouraging fans to eat the healthiest foods. To receive the food, runners have to pay with kilometers they run rather than paying with money. Learning Cooperating with businesses and education sector provides a real-life, valuable assistance to customer segments that can otherwise feel left behind in the rapidly changing world. Learning Encouraging healthy habits and not just running, means thinking holistically and embracing a whole lifestyle that the brand stands for. 23 Explore Sign Explore SignExplore Sign SIGNS // PROVIDE VALUELHBS // THE NEAR FUTURE OF TELECOM
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATION Customers will ignore brands that deliver just messages rather than action. Brands need to think of ways to enrich their brand essence by contributing to a meaningful cause and deliver action instead of messages that to consumers are just an interruption. 24 IMPLICATIONS // PROVIDE VALUELHBS // THE NEAR FUTURE OF TELECOM
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATION The only way brands can cut through the communication clutter is to add real value and utility to the lives of customers. Brands need to be proactive and observe your customer’s pain points— trying to solve them with simpler solutions before customers ultimately cut the brand out. 25 IMPLICATIONS // PROVIDE VALUELHBS // THE NEAR FUTURE OF TELECOM
  26. 26. connected EVERYTHING CONNECTED EVERYTHING UNDERSTAND TODAY. SHAPE TOMORROW. 26 LHBS // THE NEAR FUTURE OF TELECOM
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW. The Internet of Things market is growing fast— accelerating the demand for services that connect all the devices and requiring increased bandwidth for them to operate. These smart devices are becoming mainstream and no longer exclusive just to developers— soon anyone will be able to build and connect their own specific set of smart devices. In many ways simplifying the daily lives of customers, the Internet of Things will also be making certain things much more complex. Innovative brands will address this challenge by providing solutions that will be enriching the customer experience, creating seamless interfaces that make the journey intuitive and easy to navigate. TREND OVERVIEW // CONNECTED EVERYTHING 27 Technology is crucial to all industries, but especially so for telecom, with devices quickly evolving into things that would have been difficult to imagine a few years back. These changes, that are often coming from outside of the immediate industry, will dramatically change the way people use data, connect and interact with their devices. connected EVERYTHING LHBS // THE NEAR FUTURE OF TELECOM
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW. 28 Our Internet of Things world is growing at a breathtaking pace— from 2 billion objects in 2006 to a projected 200 billion in 2020. WHY IT MATTERS // CONNECTED EVERYTHING Guide To The Internet Of Things Source: Intel LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  29. 29. 40% 60% UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 37% 63% 29 63% Percentage of consumers that plan to buy connected technology to their homes by 2019. WHY IT MATTERS // CONNECTED EVERYTHING Source: Acquity Group Internet Of Things Consumer Adoption Study LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW. 30 By 2020, every human will have 26 smart objects around himself. WHY IT MATTERS // CONNECTED EVERYTHING Source: Intel Guide To The Internet Of Things LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  31. 31. 40% 60% UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 86% 14% 31 14% Percentage of consumers that expect to buy Internet-connected clothing over the next 5 years. Source: Acquity Group WHY IT MATTERS // CONNECTED EVERYTHING Internet Of Things Consumer Adoption Study LHBS // THE NEAR FUTURE OF TELECOM UNDERSTAND TODAY. SHAPE TOMORROW.
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW. 32 SIGNS // CONNECTED EVERYTHING Smartphone Interface On Jeans Google is partnering with Levi's for Project Jacquard, a research project to create “smart clothing.” The electronically conductive material will be embedded into textiles and will allow to control personal technology by simple touch and gestures to the material. Explore Sign Learning Technological interfaces are constantly evolving, currently moving towards voice-control and gestures. The smart items are becoming ubiquitous and embedded into many more parts of our lives. LHBS // THE NEAR FUTURE OF TELECOM
  33. 33. LHBS Put the Title of the Report hereUNDERSTAND TODAY. SHAPE TOMORROW. Shopping with a Button Push Amazon has released their first dash buttons that allow their Prime members try out buying certain household products such as detergents via a push of a button. Learning Making a decision to purchase products is simplified to the simple press of a button, eliminating the usual customer purchase journey. Lego-Like Internet of Things Set A mainstream consumer-friendly way for connecting items into the Internet of Things. Building a connected home is possible for everyone and doesn’t require purchasing specific devices. Learning The Internet of Things items and connectables are becoming popular with mainstream consumer, they are increasingly attainable and easy to set up by everyone Remotely Controlled Lawnmower Bosch's Indego is an intelligent lawnmower, making the maintenance of the properties exterior effortless. Remotely controlled with a phone app, the device is location-aware and charges itself with help of beacons. Learning This connected device allows for remote connectivity, venturing beyond a “smart home” to connecting the outside environment. 33 Explore Sign Explore Sign Explore Sign SIGNS // CONNECTED EVERYTHINGLHBS // THE NEAR FUTURE OF TELECOM
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATION Smartphones represent only a fraction of the “smart” and “connected” items. Brands should think outside of usual categories when it comes to items that can connect together. They should provide product bundles that not only work together but also connect various aspects of consumers’ lifestyles. 34 LHBS // THE NEAR FUTURE OF TELECOM IMPLICATIONS // CONNECTED EVERYTHING
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATION The ubiquity of connected items requires much more data. In order to manage all of their connected items in a reliable and secure way, consumers will require special tariffs or add-ons to their existing data plans. 35 IMPLICATIONS // CONNECTED EVERYTHINGLHBS // THE NEAR FUTURE OF TELECOM
  36. 36. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. 36 https://inspiration-hub.com/ INSPIRATION-HUB INSPIRATION -HUB Our Inspiration-Hub systematically tracks changes in culture, markets and technology and how these changes collectively point to a bigger story that carries implications for Business Development, Brand Building and Customer Experience. LHBS // THE NEAR FUTURE OF TELECOM
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 37 LHBS // THE NEAR FUTURE OF TELECOM
  38. 38. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   UNDERSTAND TODAY. SHAPE TOMORROW. IMPRINT www.lhbs.com THANK YOU LHBS // THE NEAR FUTURE OF TELECOM 38

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