TrendLab Telco Report 2012

Trendlab Telco Report 2012 1

ECOLUTION Trendlab Telco Report 2012


Source: Sasserath Munzinger Plus


International brand strategists …


… discussing trends & developments in cutting-edge telco markets …

16 brand strategists. 27 countries. 99 brands.


2007

2010

2009

2008

2011

2012

… for the sixth time since 2007.


2012: Together with customers, entrepreneurs and partners, telcos are creating an ecosystem for the new digital world.

Trend Report 2008

Trend Report 2009

Trend Report 2010

Trend Report 2011

‘telemonarchy’until the mid 90’s

launch of The iPhone

a new, open (eco)system is growing

Trend Report 2012

liberalisation, start of pluralism

power shift questions the role of telcos

the system is changing: telecommunication is opening up

social media are initiating a shift in power


MARKET & IDENTITY

TELCOS & COMMUNICATIONS

TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS

customers taking the lead

*bliep

youth brands48

opening upcoopetitio

n

ecobation

turbulent times

low cost brands

data as a political issueenablers of a new digital worlddata explosion – revenue

implosion

super-giga-high-speed-jungle

three ways to communicate speed

fresh wave of creativityback to fiction

good at heart

long-term initiatives

education

revitalizing daily business

ecolution

reinvention of voice LTE/FTTH as

ingredient

from devices to ecosystems

apps as a natural building block

joyn

from revolution to evolution

Windows 8

BUSINESS & INNOVATION

Pinger

employees

EE

TRENDMAP




TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS


*bliep

youth brands48

ecobation




good at heart


education


ecolution


ingredient




Windows 8

Pinger

employees


nturbulent times

low cost brands


implosion

joyn

EE

MARKET & IDENTITY

TRENDMAP


MARKET & IDENTITY

Source: bbc.co.uk, telecompaper.com, bob.si, gigaom.com

Source: joynus.com, wayra.org/de, facebook.com/swisscomlabs, bluewin.ch

Source: cisco.com, mobilemarketer.com, gigaom.com

Source: ee.co.uk, digitale-welt.telekom.com, youtube.com/user/JWTMEA, touch.com

Data explosion – revenue implosion: Data packages will not save telcos’ revenues in the long run.The need for new business models is leading to a cultural

transformation: Telcos are opening up by cooperating with competitors, setting up incubation platforms and integrating customers in product development or even management. Openness will not

only define their culture, but also their identity: Telcos are becoming enablers of a new, digital world.

Turbulent times for the telco industry: Political discussions concerning privacy, piracy and net neutrality shed light on the difficulties of earning money in the digital world, as the European crisis opened the door for low cost brands.


MARKET & IDENTITY


TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS


*bliep

youth brands48


nturbulent times

low cost brands


implosion




good at heart


educationfrom devices to ecosystems


joyn


Windows 8

employees

EE

LTE/FTTH as ingredient


ecolution

ecobation

Pinger

reinvention of voice

TRENDMAP



BUSINESS & INNO-VATION

Source: ee.co.uk, facebook.com/BT, smartphonesapps.com, frick.ch, mobilbranche.de, o2.co.uk/money, ee.co.uk Source: jazarah.net,

phone-guide-germany.com

Source: 48months.ie, orange.co.uk

Ecolution: Telcos are slowly building up an ecosystem – combining infrastructure with innovative tariffs and services – which is bringing their vision of a new, digital world to life.

LTE/FTTH as ingredients? While FTTH is being sold via IPTV, LTE is being sold via devices.

Daily business is being revitalized through innovative loyalty and recommendation mechanisms.



MARKET & IDENTITY

TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS


*bliep

youth brands48


n

ecobation

turbulent times

low cost brands


implosion

good at heart


education


ecolution


ingredient



joyn


Windows 8

Pinger

EE




employees


TRENDMAP


TELCOS & COMMUNI-CATIONS

Source: youtube.com/user/UPCCH, youtube.com/user/telekomerleben, coloribus.com, swisscom.ch, youtube.com/user/swisscom

Source: der-mann-der-immer-die-wahrheit-sagt.de, youtube.com/user/turkcell, werbung1.at, horizont.net

Source: youtube.com/user/LeoBurnettWorldwide, adweek.com, http://www.youtube.com/user/swisscom, swisscom.ch

The introduction of LTE/FTTH raises questions of how to communicate speed in the most relevant way.

A fresh wave of creative communication indicates more self confidence and courage amongst telcos – and sometimes turns exchangeable offers into likeable brands.

Some brands avoid the speed competition by focusing on limitlessness in their offers and communication.

http://www.youtube.com/watch?v=ufX4eNkrVdE+

http://www.youtube.com/watch?v=23G7cFGmphk&list=PL4EB9F6B0F3D75E3D&index=2&feature=plpp_video

http://www.youtube.com/watch?v=-iEUOwII26k

http://www.youtube.com/watch?v=C_MMPYMYxdo

http://www.youtube.com/watch?v=ZYl91TTb5EE

http://www.youtube.com/watch?feature=player_embedded&v=GPJVxi1AaC0



MARKET & IDENTITY


TELCOS & PEOPLE

TELCOS & SOCIETY


*bliep

youth brands48


n

ecobation

turbulent times

low cost brands


implosion




good at heart


education


ecolution


ingredient

joyn

Pinger

employees

EE

Windows 8

DEVICES & APPS

from devices to ecosystemsfrom revolution to evolution


TRENDMAP


DEVICES & APPS

Source: macrumors.com, facebook.com/nokiadeutschland

Source: Vision Mobile, orange.ch

Source: google.com, bliepblog.nl

Source: readwriteweb.com, howtogomo.com

From revolution to evolution? Compared to the iPhone launch in 2007, the launch of Android in 2008, the launch of WhatsApp in 2009, or the iPad launch in 2010, recent developments have been rather small.

Brand experience will further shift from smartphones to ecosystems – and so will tariffs.

Death of the app? Comeback of the browser? In ecosystem times, brands need to review carefully how to deliver a great digital experience across all devices.

Within a year, apps have become a natural building block in telcos’ communications and overall product experience.



MARKET & IDENTITY


TELCOS & SOCIETY

DEVICES & APPS


n

ecobation

turbulent times

low cost brands


implosion




good at heart


education


ecolution


ingredient



joyn


Windows 8

Pinger

employees

EE

48

youth brands


TELCOS & PEOPLE

*bliep

TRENDMAP


TELCOS&

PEOPLE

Source: Sasserath Munzinger Plus, horizont,net, o2online.de, youtube.com/user/WhatTheBliep, gsminfo.nl

Source: dublin.studenty.me, elmaaltshift.com, facebook.com/orto

Source: appbetween.us, youtube.com/user/turkcell, qatarisbooming.com

Customers taking the lead: In order to become more relevant, telcos increasingly let customers be part of creative processes and even decision making.

Hard to win, but good to have: Telcos are putting much effort into winning over young target groups.

The shift towards data based communication opens up entirely new possibilities to connect people.

https://www.youtube.com/watch?v=_pzOILavT_M

http://www.youtube.com/watch?v=sJ1lCo4xlho



MARKET & IDENTITY


TELCOS & PEOPLE

DEVICES & APPS


*bliep

youth brands48


n

ecobation

turbulent times

low cost brands


implosion





ecolution


ingredient



joyn


Windows 8

Pinger

employees

EE

education


good at heart

TRENDMAP

TELCOS & SOCIETY


Source: turktelekom.com, facebook.com/TouchLebanon, youtube.com/user/texting4all

Source: oxjamleadenhall.files.wordpress.com, wayra.org, o2thinkbig.co.uk

Source: reynolds1984.multiply.com, orange-hilft.at, play.pl

Teach first, sell afterwards? Educating and helping people to use digital media combines social responsibility with niche targeting.

Good at heart: Telcos increasingly link responsibility to their daily business.

Telcos are showing commitment to CSR by replacing scattered activities with large-scale, long-term initiatives.

TELCOS&

SOCIETY


What are the challenges for telcos in the future?



MARKET & IDENTITY


TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS


*bliep

youth brands48


n

ecobation

turbulent times

low cost brands


implosion




good at heart


education


ecolution


ingredient



joyn


Windows 8

Pinger

employees

EE

ecovate

relate

CHALLENGES

discuss & explain



MARKET & IDENTITY


TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS


*bliep

youth brands48


n

ecobation

turbulent times

low cost brands


implosion




good at heart


education


ecolution


ingredient



joyn


Windows 8

Pinger

employees

EE

CHALLENGES

ecovate!


Innovate and elaborate your ecosystem ...

ecovate!

CHALLENGES

‘To become enablers of a new, digital word, telcos will have to constantly create new services. Network quality is not a means by itself, LTE and FTTH need to be brought to life with services such as music streaming, mobile payment or cloud.’

Nina Reicke, Partner Sasserath Munzinger Plus, Berlin


ecovate!

CHALLENGES

Source: wayra.org/de, campus-party.eu, t-mobile.de/spotify

Source: techcrunch.com, fortel.info, techcrunch.com

Source: vodafone-stiftung.de,, reynolds1984.multiply.com

... cooperate: Find partners who can provide your ecosystem with messaging, content, payment, cloud services, education, mobility, health, advertising etc.

... integrate responsibility: Give back to society in a way that logically fits into your ecosystem.

... ecobate: Help startups and developers, who can help you, create a unique ecosystem experience.

http://www.youtube.com/watch?v=-7LpnVa4SJ0&playnext=1&list=PL1D9A248CC2820CEF&feature=results_video



MARKET & IDENTITY


TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS


*bliep

youth brands48


n

ecobation

turbulent times

low cost brands


implosion




good at heart


education


ecolution


ingredient



joyn


Windows 8

Pinger

employees

EE

CHALLENGES

relate!


Identify strong niches and needs and respond to them ...

relate!‘People have different preferences; the younger favor data and entertainment, whereas older people prefer voice and similar services. It is important that the providers adjust to this and even go further in understanding the consumer and offering him something interesting.’

Anna Wassenaer, Partner Favela Fabric, Amsterdam

‘Telcos should simply stop confronting everyone with a huge bandwidth of offers (...) and stop getting lost in technical details.’

Stéphanie Isabelle Schnellbügel, Strategic Planner Serviceplan, Munich

CHALLENGES


CHALLENGES

Source: dublin.studenty.me, appbetween.us, a1internetfüralle.at, ctexcel.com

Source: fiercewireless.com, ee.co.uk, telekom.com

Source: 1.orange.ch, bliepblog.nl, joynus.com

Source: Sasserath Munzinger Plus, youtube.com/user/WhatTheBliep

Respond to niches such as teens, tweens, professionals, elderly people, couples, families, minorities etc.

Respond to needs such as flexibility, safety, affordability, limitlessness, ecosystem-friendliness etc.

Build trust.

Let customers guide your way; let them be part of the process.

relate!

http://www.youtube.com/watch?v=sJ1lCo4xlho



MARKET & IDENTITY


TELCOS & PEOPLE

TELCOS & SOCIETY

DEVICES & APPS


*bliep

youth brands48


n

ecobation

turbulent times

low cost brands


implosion




good at heart


education


ecolution


ingredient



joyn


Windows 8

Pinger

employees

EE

CHALLENGES

discuss & explain!


CHALLENGES

discuss & explain!

Don’t leave the public conversation about digital life and data issues to politicians and technology brands – find a point of view and share it.

‘People want to find an advocate in their telco operator, who stands by their side and helps them cope with technological changes (...). Regaining social meaningfulness should be priority for providers, as it gives them a platform on which they can build a meaningful relationship with customers.’

Francesco Gatti, Client Service Director Serviceplan Italia, Milan


CHALLENGESSource: wieso warum!, cafearjun.com

Source: coloribus.com, bt.com, cnet.com

Be part of the conversation; share your expertise.

discuss & explain!

Move from speed to need: Promote fast internet in a way that is relevant to people.


Marc [email protected]

Adam [email protected]

Rosenstraße 18, D-10178 Berlin

T +49 30 77 90 777 80F +49 30 77 90 777 99

Sasserath Munzinger Plus GmbHGesellschaft für umsetzungsorientierte Markenberatung und Markenentwicklung

For more information and the full Telco Report 2012 please contact:


The Trendlab Telco Summit is an initiative of the Berlin-based brand consultancy Sasserath Munzinger Plus in cooperation with Serviceplan Group. It took place for the sixth time on the 20th and 21st of September 2012. The idea of the summit is to connect and exchange the knowledge between agencies and consultancies who have substantial experience in the telecommunication industry.

Sasserath Munzinger Plus is a brand consultancy that works with leading and ambitious brands like Telecom Italia, L’Oréal, Intel, Vodafone, Carfax, betterplace.org and FC St. Pauli.

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TrendLab Telco Report 2012