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2011 Telecommunication Trend Report
International brand
                                    strategists …




                                                          2
© 2011 Musiol Munzinger Sasserath
… discussing trends &
      developments in cutting
      edge telco markets …




                                    15 brand strategists.
                                    15 countries.
                                    67 brands.
                                                            3
© 2011 Musiol Munzinger Sasserath
… for the fifth time
                                    since 2007.



     2007
                                                                  2008




                                             2011

     2009


                                                           2010
                                                                     4
© 2011 Musiol Munzinger Sasserath
The way to the report:

                                                                          + Video
                                                                          Interviews


                                            + Excursion to
                                            Deutsche Telekom
                                            Laboratories




                                    + Think Tank
                                    Sessions
                                                               + Guest
                                                               Speakers




                                                                                       5
© 2011 Musiol Munzinger Sasserath
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
What are the challenges
                              for telco companies?

                                                                                                     21
© 2011 Musiol Munzinger Sasserath                       Source: Presentation Christoph Bornschein, TLGG
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
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
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
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
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
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
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
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
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
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
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
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
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
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

Any exploitation of the firm's presentation is prohibited except after previous written permission by the firm. This also and in particular applies to elements of the firm's presentation
not being protected by special legal rights, in particular by copyright.

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Telco Trend Report 2011

  • 2. International brand strategists … 2 © 2011 Musiol Munzinger Sasserath
  • 3. … 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 Any exploitation of the firm's presentation is prohibited except after previous written permission by the firm. This also and in particular applies to elements of the firm's presentation not being protected by special legal rights, in particular by copyright.