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TrendLab Telco Report 2012
The 2012 Trendlab Telco Report explores the evolving telecommunications landscape, highlighting a shift towards cooperation, customer engagement, and the development of new business models in response to increasing competition and digital demands. It emphasizes the importance of creating ecosystems that combine infrastructure with innovative services, while addressing challenges such as privacy and revenue generation in a low-cost environment. As telcos adapt, they are encouraged to involve customers in creative processes and educate them on digital media usage.
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TrendLab Telco Report 2012
- 1. Trendlab Telco Report2012 1 ECOLUTION Trendlab Telco Report 2012
- 2. Trendlab Telco Report2012 2 Source: Sasserath Munzinger Plus
- 3. Trendlab Telco Report2012 3 International brand strategists …
- 4. Trendlab Telco Report2012 4 … discussing trends & developments in cutting- edge telco markets … 16 brand strategists. 27 countries. 99 brands.
- 5. Trendlab Telco Report2012 5 2008 2012 … for the sixth time since 2007.
- 6. Trendlab Telco Report2012 6 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
- 7. Trendlab Telco Report2012 7 MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back 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
- 8. Trendlab Telco Report2012 8 BUSINESS & INNOVATION TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 ecobation super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back 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 from revolution to evolution Windows 8 Pinger employees opening up coopetition turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion joyn EE MARKET & IDENTITY
- 9. Trendlab Telco Report2012 9 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.
- 10. Trendlab Telco Report2012 10 MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back to fiction good at heart long-term initiatives education from devices to ecosystems apps as a natural building block joyn from revolution to evolution Windows 8 employees EE LTE/FTTH as ingredient revitalizing daily business ecolution ecobation Pinger reinvention of voice BUSINESS & INNOVATION
- 11. Trendlab Telco Report2012 11 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.
- 12. Trendlab Telco Report2012 12 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion 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 Pinger EE super-giga-high-speed-jungle TELCOS & COMMUNICATIONS fresh wave of creativity back to fiction employees three ways to communicate speed
- 13. Trendlab Telco Report2012 13 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.
- 14. Trendlab Telco Report2012 14 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back to fiction good at heart long-term initiatives education revitalizing daily business ecolution reinvention of voice LTE/FTTH as ingredient joyn Pinger employees EE Windows 8 DEVICES & APPS from devices to ecosystems from revolution to evolution apps as a natural building block
- 15. Trendlab Telco Report2012 15 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.
- 16. Trendlab Telco Report2012 16 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & SOCIETY DEVICES & APPS opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back 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 Pinger employees EE 48 youth brands customers taking the lead TELCOS & PEOPLE *bliep
- 17. Trendlab Telco Report2012 17 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.
- 18. Trendlab Telco Report2012 18 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back to fiction 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 Pinger employees EE education long-term initiatives good at heart TELCOS & SOCIETY
- 19. Trendlab Telco Report2012 19 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.
- 20. Trendlab Telco Report2012 20 What are the challenges for telcos in the future?
- 21. Trendlab Telco Report2012 21 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back 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 Pinger employees EE ecovate relate discuss & explain
- 22. Trendlab Telco Report2012 22 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back 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 Pinger employees EE ecovate !
- 23. Trendlab Telco Report2012 23 Innovate and elaborate your ecosystem ... ecovate ! ‘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
- 24. Trendlab Telco Report2012 24 ecovate ! 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.
- 25. Trendlab Telco Report2012 25 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back 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 Pinger employees EE relate!
- 26. Trendlab Telco Report2012 26 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
- 27. Trendlab Telco Report2012 27 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!
- 28. Trendlab Telco Report2012 28 BUSINESS & INNOVATION MARKET & IDENTITY TELCOS & COMMUNICATIONS TELCOS & PEOPLE TELCOS & SOCIETY DEVICES & APPS customers taking the lead *bliep youth brands 48 opening up coopetition ecobation turbulent times low cost brands data as a political issue enablers of a new digital world data explosion – revenue implosion super-giga-high-speed-jungle three ways to communicate speed fresh wave of creativity back 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 Pinger employees EE discuss & explain!
- 29. Trendlab Telco Report2012 29 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
- 30. Trendlab Telco Report2012 30 Source: 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.
- 31. Trendlab Telco Report2012 31 Marc Sasserath m@sasserathmunzingerplus.com Adam Domanski ad@sasserathmunzingerplus.com Rosenstraße 18, D-10178 Berlin T +49 30 77 90 777 80 F +49 30 77 90 777 99 Sasserath Munzinger Plus GmbH Gesellschaft für umsetzungsorientierte Markenberatung und Markenentwicklung For more information and the full Telco Report 2012 please contact:
- 32. Trendlab Telco Report2012 32 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.