Weitere ähnliche Inhalte Ähnlich wie Telco Trend Report 2011 (20) Mehr von Sasserath Munzinger Plus (19) Kürzlich hochgeladen (20) Telco Trend Report 20113. … discussing trends &
developments in cutting
edge telco markets …
15 brand strategists.
15 countries.
67 brands.
3
© 2011 Musiol Munzinger Sasserath
4. … for the fifth time
since 2007.
2007
2008
2011
2009
2010
4
© 2011 Musiol Munzinger Sasserath
5. The way to the report:
+ Video
Interviews
+ Excursion to
Deutsche Telekom
Laboratories
+ Think Tank
Sessions
+ Guest
Speakers
5
© 2011 Musiol Munzinger Sasserath
6. TREND
S
network congestion vs. net neutrality education
revival of the net hot 4G telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
6
© 2011 Musiol Munzinger Sasserath
7. TREND
S
network congestion vs. net neutrality education
TELCOS &
revival of the net hot 4G telecommunication =
IDENTITY right
human
cloud buzz hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
7
© 2011 Musiol Munzinger Sasserath
8. TELCO
S
Source: bbc.co.uk Source: Tagesanzeiger &
IDENTI
TY
To be capable of redefining the business,
telcos have started to open up e.g., by
nurturing entrepreneurs, or by setting up
platforms that aid open development.
Telcos are also opening up by seeking
Some huge brands are struggling in cross-industrial partnerships to provide
the highly competitive telco business, holistic solutions. Both can make the
which is increasingly influenced by benefit of telecommunication more
Source: online.wsj.com apps and content. relevant and tangible.
Source: telekom.de Source: t-mobile.de Source: bluevia.com
However, there is a great
potential to redefine
the business and the role of
telco companies in society.
Source: turkcellmedya.com Source: tabletis.com
Source: Source: smart-connect.de,
laboratories.telekom.com www.connected-living.org
8
© 2011 Musiol Munzinger Sasserath
9. TREND
S
network congestion vs. net neutrality education
revival of the net hot 4G telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
TELCOS &
cross-industry partnerships
COMMUNICATIONS
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
9
© 2011 Musiol Munzinger Sasserath
10. TELCO
S
&
COMMU
Source: telekom.com Source: youtube.com/user/lifesforsharing CATIONNI-
S
… thus bringing the
brand idea to life and
making it a spectacular
In terms of experience.
communications, telcos
are opening up by
integrating real people
and their content …
Source: youtube.com/
vodafoneplayground
Source:
Source: airtel.in Source: movistar.es Source: youtube.com/movistar
yatirimci.turkcell.com.tr
Following Deutsche Telekom’s
Life’s for sharing idea, market
leaders worldwide detach from
technological messages
and put ‘connecting people’ in a
human context.
10
© 2011 Musiol Munzinger Sasserath
11. TREND
S
network congestion vs. net neutrality education
revival of the net hot 4G telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
TELCOS &
cross-industry partnerships
thinking
BUSINESS
opening up
hot
HUAWEI
trouble shooting
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
11
© 2011 Musiol Munzinger Sasserath
12. TELCO
Source: att.com Source: teknoloji.tv At the same time, telcos need to find S
&
solutions that tackle the increasing network BUSINE
SS
congestion. This eventually leads to the
question of net neutrality.
Source: singtel.com
The democratization of technology is
leading to a revival of the net. Telcos all
across the world claim to have the best.
Source: france24.com Source: dailymail.co.uk
Source: horizont.net Source: apple.com
Slowly the cloud is moving into mainstream. First cloud
products come with rather modest functionality, but the
business/innovation potential is huge.
12
© 2011 Musiol Munzinger Sasserath
13. TREND
S
network congestion vs. net neutrality education
revival of the net hot 4G telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers DEVICES
© 2011 Musiol Munzinger Sasserath
& APPS 13
14. DEVICE
S
Source: youtube.com/ &
user/ShareATT Source: drei.at Source: facebook.com/#!/wired APPS
Regardless of the smartphone hype,
there is a clear trend away from the
device towards operating systems,
apps and cloud services.
Source: guardian.co.uk Source: handyortung.info
Source: telekom.de Source:apple.com
Telcos take the app Source: wahwah.fm
business seriously. Not
only by integrating
Smartphones are more popular than them in their
ever and finally, thanks to entry level promotional activities,
brands like Huawei, available for the but also by seeking
masses. strategies to make
money in the app
development market.
Source: wacapps.net 14
© 2011 Musiol Munzinger Sasserath
15. TREND
S
network congestion vs. net neutrality education
TELCOS & the net
revival of hot 4G telecommunication =
SOCIAL buzz
MEDIA human right
cloud hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
15
© 2011 Musiol Munzinger Sasserath
16. Source: facebook.com/
O2surfstick
Increasingly, social media TELCO
S
channels are used by telcos to SOCIAL &
leverage ad campaigns by WEB
Telcos have rapidly integrated social generating buzz and making
media in all of their business them interactive.
processes such as sales, product Source:twitter.com/#!/ Source:
promotion, internal communication tnchallenge thefeed.orange.co.uk
and customer service.
Source: facebook.com/giffgaffmobile
From push to pull:
‘Webisodes’ have been
Source: o2fanclub.co.uk Source: twitter.com/orangebusiness discovered as powerful
alternatives or additions
to traditional TV ads.
Social media are
Source: youtube.com/vodafoneit
increasingly used as
instant feedback channels, Source: technolog.msnbc.msn.com
Source: facebook.com/
e.g., for polls and ratings.
TMobileAustria
Source: facebook.com/att
Besides, social media have turned
out to be powerful as trouble-
Source: facebook.com/TMobileAustria shooting and monitoring tools. 16
© 2011 Musiol Munzinger Sasserath
17. TREND
S
network congestion vs. net neutrality education
revival of the net hot 4G telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
TELCOSinteractive
from buzz to business
hot
& hot
a device again
ANDROID
pushing advertising to pull PEOPLEexperience operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
17
© 2011 Musiol Munzinger Sasserath
18. Source: http://www.youtube.com/ TELCO
user/orangeCH1 Source: vodafone.ie
S
&
Not quite individualised, but tailored PEOPL
E
to specific needs: niche targeting is
constantly gaining relevance.
Farmers and elderly people are
attractive target groups.
The flexibility of tariffs has been taken to
the next level: the individualisation of plans. Source:
ciftcikulubu.com
Source: blog.rightmobilephone.co.uk
Source:
t-mobile.at
Existing customers benefit from a growing
number of increasingly sophisticated
reward schemes and loyalty programs.
Source: singtel.com
18
© 2011 Musiol Munzinger Sasserath
19. TREND
S
TELCOS &
network congestion vs. net neutrality education
revival of the netSOCIETY 4G hot telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
19
© 2011 Musiol Munzinger Sasserath
20. Telecommunication is climbing up the TELCO
S
political agenda. As network providers, &
SOCIET
telcos are at the heart of this movement. Y
Source: o2thinkbig.co.uk
‘Enabling to enable’ is
an interesting new
way to become
more meaningful and
to make a change for
the better.
Source: donanimhaber.com Source: berlin.piratenpartei.de
Source: techcrunch.com
In a world where knowledge is
Source: turkiyeyedeger.com.tr increasingly based on the
internet and devices that give
access to it, telcos & education
are a dream team.
20
© 2011 Musiol Munzinger Sasserath Source: o2learn.co.uk
21. What are the challenges
for telco companies?
21
© 2011 Musiol Munzinger Sasserath Source: Presentation Christoph Bornschein, TLGG
22. C H AL L
ENGES
education
network congestion vs. net neutrality give back!
revival of the net 4G telecommunication =
create new value!
hot
human right
cloud buzz hot
cloud movescloud enabling to enable
seize the into mainstream
opportunity! cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media:
hot
from buzz to business open up!
hot
interactive
experience
developers
hot
ANDROID
the device is just
a device again
pushing advertising to pull operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
22
© 2011 Musiol Munzinger Sasserath
23. C H AL L
ENGES
network congestion vs. net neutrality education
revival of the net hot 4G telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media:
hot
from buzz to business open up!
hot
interactive
experience
developers
hot
ANDROID
the device is just
a device again
pushing advertising to pull operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
23
© 2011 Musiol Munzinger Sasserath
24. Open up. C H AL L
ENGES
… keeping pace with the rapidly changing environment.
“Opening up is a very
fundamental challenge for
telcos. It’s more than starting a
customer dialogue. It’s changing
the way you do business.”
open up!
Nina Reicke
Partner Musiol Munzinger Sasserath, Berlin
“From competition to
collaboration, from
imprisoning customers in
closed ecosystems to “It’s a whole new mindset with
providing an open platform wide implications on business
like Android.” models and organisational
structures. But it’s the only way
to keep pace with the rapidly
changing environment.”
24
© 2011 Musiol Munzinger Sasserath
25. C H AL L
ENGES
Source: laboratories.telekom.com
… leaving the ‘closed-
system’ mindset behind.
Source: wired.com
open up!
… fostering start-ups
and entrepreneurs.
Source: wired.com
Source: favelafabric.nl
… implementing an
ongoing dialogue with
people.
25
© 2011 Musiol Munzinger Sasserath
26. C H AL L
ENGES
education
network congestion vs. net neutrality give back!
revival of the net hot 4G telecommunication =
human right
cloud buzz hot
cloud moves into mainstream enabling to enable
cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
26
© 2011 Musiol Munzinger Sasserath
27. C H AL L
ENGES
give back!
“Corporate Social Responsibility
will remain a very relevant
issue. However, in the future,
real empowerment will mean
enabling people to help
Marc Sasserath themselves and make a
Founder Musiol Munzinger Sasserath, Berlin difference on a more personal,
local level.”
“Telcos should ask society, consumers,
universities or business partners to
cooperate with them. There is an
incredible synergy between
telecommunications and all kinds of
education as education is more and
more dependent on the access to the
internet and connection in general.”
Francesco Gatti
Contact Director, Republic Advertising, Milan
27
© 2011 Musiol Munzinger Sasserath
28. C H AL L
ENGES
Source: donanimhaber.com Source: berlin.piratenpartei.de
give back!
… treating telecommunication … enabling Source:
as a human right. to enable. o2thinkbig.co.uk
… providing access to
knowledge, sharing it
and contributing to
education.
Source: facebook.com/att Source: turkiyeyedeger.com.tr
28
© 2011 Musiol Munzinger Sasserath
29. C H AL L
ENGES
network congestion vs. net neutrality education
revival of the net 4G telecommunication =
create new value!
hot
human right
cloud buzz hot
cloud movescloud enabling to enable
seize the into mainstream
opportunity! cross-industry partnerships
opening up
hot
trouble shooting thinking HUAWEI
community entry level offers
nurturing
social media: developers the device is just
hot
hot
from buzz to business interactive hot
a device again
ANDROID
pushing advertising to pull experience
operating systems
humanize connection hot
emotional manifestations apps are the new
serving niches
social medium
individualised plans
rewarding customers
29
© 2011 Musiol Munzinger Sasserath
30. C H AL L
ENGES
create new value!
“In this technologically shaped sector, we
often do not know what we want or what we
seize the cloud would need, but as people we are ready for
opportunity! anything. When some new technology is
thrown at us, we suddenly act as if we cannot
live without it.”
“That is why the challenge
is on the developers, to
come up with new
technology and to create
new things that help us
make our lives better.”
Subbu Subramanyeswar
National Planning Director Lowe Lintas, Mumbai
30
© 2011 Musiol Munzinger Sasserath
31. Source: upc-cablecom.ch
C H AL L
ENGES
create new value!
… making net quality
and its benefit visible
seize the cloud and tangible.
opportunity!
Source: bestmediainfo.com
… driving technological
change. Source: smart-connect.de, www.connected-living.org
Source: vodafone-lte.de/
vormerken
Source: teltarif.de … establishing cross-
Source: industrial partnerships.
kampanyaburda.com,
nfcworld.com
31
© 2011 Musiol Munzinger Sasserath
32. C H AL L
ENGES
create new value! … making it social.
seize the cloud
opportunity!
… making it personal.
Source appleblogz.com Source: youtube.com/user/tmobileat
Source: wuala.com Source: att.com
… making it safe. … presenting YOUR NET … delivering a user-friendly
as THE ESSENTIAL access to the cloud.
infrastructure for the cloud. Source: google.com
32
© 2011 Musiol Munzinger Sasserath
33. For more information and
Nina R
the full 2011 Telco Trend nr@m icke
e
usiolm
unzing
Report please contact: Anita
Lotter
schm
ersass
erath.c
a l @m id om
usiolm
unzing
Musio ersass
l Mun erath.c
Gese om
llscha zinger Sas
Marke ft f se
nbera ür umsetzu rath
tung u n
Rose nd Ma gsorientie
rkene rt
nstra
ße 18 ntwick e
T +49 , D-10 lung m
30 77 178 B bH
F +49 9 erlin
30 77 0 777 70
90 77
7 99
33
© 2011 Musiol Munzinger Sasserath
34. The Berlin Telco Summit is organized and hosted by the Berlin-
based brand consultancy Musiol Munzinger Sasserath. It took place
for the fifth time on the 15th and 16th of September 2011. The idea of
the summit is to connect and exchange the knowledge within
agencies and consultancies, who have substantial experience in the
telecommunication industry.
Musiol Munzinger Sasserath was founded in 2008 as an
independent brand consultancy in Berlin. We are there to help
making ambitious brands better. Better in connecting with people.
Better in communications. Better in identifying opportunities. Better in
organizational terms. Better in cultural terms. Better in business
terms. Some of the clients we work for: Volkswagen, Intel, Lidl,
Commerzbank, Telecom Italia, betterplace.org, FC St. Pauli.
www.musiolmunzingersasserath.com
34
© 2011 Musiol Munzinger Sasserath
35. Gesellschaft für umsetzungsorientierte Markenberatung
und Markenentwicklung mbH
Rosenstraße 18
D-10178 Berlin
T +49 30.7790777-70
F +49 30.7790777-99
hello@musiolmunzingersasserath.com
www.musiolmunzingersasserath.com
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