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TrendLab Telco Report 2013/2014

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Jede Verwertung der von Sasserath Munzinger Plus GmbH erbrachten Präsentationsleistungen ist ohne vorherige schriftliche Zustimmung des Unternehmens unzulässig. Dies gilt auch und gerade für Leistungen von Sasserath Munzinger Plus, die nicht Gegenstand besonderer gesetzlicher Rechte, insbesondere des Urheberrechts sind. TrendLab Telco Report 2013/14. Berlin, October 2014. TEASER
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Page 1: TrendLab Telco Report 2013/2014

Jede Verwertung der von Sasserath Munzinger Plus GmbH erbrachten Präsentationsleistungen ist ohne vorherige schriftliche Zustimmung des Unternehmens unzulässig. Dies gilt auch und gerade für Leistungen von Sasserath Munzinger Plus, die nicht Gegenstand besonderer gesetzlicher Rechte, insbesondere des Urheberrechts sind.

TrendLab Telco Report 2013/14. Berlin, October 2014.

TEASER

Page 2: TrendLab Telco Report 2013/2014

2

From Liberalization to

LIBERATION! TrendLab Telco Report 2013/2014

Page 3: TrendLab Telco Report 2013/2014

3

48 A1 Airtel Ampya AT&T Avea Base Bliep Boost Mobile EE E-Plus Fonic Fyve GiffGaff GNCTRKCLL Kreon Mobile

Mobile Vikings Movistar Netzclub Nokia O2 Ono Optus Orange Red Bull Mobile Republic Wireless Rogers Canada SFR Singtel SK Telecom Sprint Starhub

TELCO BRANDS

Swisscom Telefónica Telekom/T-Mobile Telstra Three UK TPO Turkcell Verizon Virgin Mobile Viva Móvil Vodafone Yourfone

BRCK DIY Cellphone E-Mail Made in Germany Fairphone HP Internux LG Microsoft Motorola Mozilla Firefox Samsung Sony Threema Whatsapp Ziggo

Devices/Services

SCOPE OF ANALYSIS

Page 4: TrendLab Telco Report 2013/2014

4

Airbus Allianz Amazon Apple Audi BMW Chevrolet DiaSA Dropcam Etalia Facebook Fitness First Glastonbury Festival GM Google Guardian

Hoard Honda Hyuandai IA Workshop internet.org Limmex Locca Lock8 Macy’s Muuzzi mySugr Nest Labs Nike Novatis Nvidia Playstation

BRANDS FROM RELATED INDUSTRIES MARKETS

Peru Poland Singapore South Africa South Korea Spain Switzerland Turkey UK US Zambia

Argentina Australia Austria Canada Egypt France Germany India Indonesia Ireland Italy Kenya Netherlands New Zealand

SCOPE OF ANALYSIS

Pro Sieben Sat. Rimowa Sainsbury’s Sproutling Startup Bus Technology Will Save Us Tesco Tesla Motors Tile Vice Media Volkswagen Waitrose Wembley Stadium Wikipedia Yahoo

Page 5: TrendLab Telco Report 2013/2014

5

Telco History & Future: The Path to Freedom. Yes, we love ecosystems. But only, if they leverage consumer freedom.

Trend Report 2008

Trend Report 2009

Trend Report 2010

Trend Report 2011

Trend Report 2012

the system is changing: telecommunication is opening up

Trend Report 2013/14

‘telemonarchy’ until the mid 90’s

launch of the iPhone

social media are initiating a shift in power

power shift questions the role of telcos

a new, open (eco)system is growing

Page 6: TrendLab Telco Report 2013/2014

6

LIBERATION!

JOY

EASE POWER

Page 7: TrendLab Telco Report 2013/2014

7

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 8: TrendLab Telco Report 2013/2014

8

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

BEYOND ACCESS Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

LIBERATION!

EASE

Page 9: TrendLab Telco Report 2013/2014

9

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 10: TrendLab Telco Report 2013/2014

10

Post-Contractism.

More than 20 years after the beginning of the liberalization of telecommunications, and nearly 10 years after social media have started to become a platform of empowerment for people, we are witnessing a change of tariff culture. This is the early beginning of a new era, in which products and services – telecommunications at its core – become more flexible, transparent, manageable, less constraining and thus leave more freedom to people, contributing to a shift of power that has started with the end of monopolism.

EASE

Page 11: TrendLab Telco Report 2013/2014

11

“Carriers have counted on staggered contract end dates and heft early termination fees to keep people bound to them forever. But now families can switch to T-Mobile without paying a single red cent to leave them behind. (...). This isn’t an offer; this is a lifestyle. We will never have contracts … We are either going to take over this whole industry, or these bastards will change and we’ll still be wildly successful.” JOHN LEGERE CEO T-Mobile

digitaltrends.com

Page 12: TrendLab Telco Report 2013/2014

12

Source: TrendLab Telco Think Tank 2014

“We are working on making our product always available, in any place in the world, for free – so it does not matter how much you pay or how much you have on your bank account. You can always use our app. And then it is just a matter of putting as many fundamental services in the app so that they are always available for people. This would liberate the users from always needing a contract, always needing money or being dependent on a place that connects them with the internet.” FREEK GILLE, Product Manager, *bliep Netherlands

Page 13: TrendLab Telco Report 2013/2014

13

EASE POST-CONTRACTISM

Movement Campaigning! Telcos across the world have created ads that build on the mechanics of political campaigning, aimed at winning over or keeping consumers with the outlook of more freedom.

marketingmagazine.co.uk

underconsideration.com izwilson.me/my-work

facebook.com/TMobile

Page 14: TrendLab Telco Report 2013/2014

14

EASE POST-CONTRACTISM

o2.co.uk/refresh

digitaltrends.com, http://news.cnet.com

trak.in

youtube.com/user/yesoptus, facebook.com/yes.optus.eastwood

o2online.de

And words are turned into action: Telcos have begun to loosen their tariff conditions, giving consumers the flexibility to react to the ever-changing unpredictable future.

Even business life is experiencing liberation – with more flexibility and ease in terms of contract management or the organi-sation of cloud services.

Page 15: TrendLab Telco Report 2013/2014

15

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 16: TrendLab Telco Report 2013/2014

16

EASE

Access+

The internet is changing our lives at an overwhelming pace. Picking the right device and the right data plan can be a challenge. Not to mention the complexity of connecting and managing your data across all devices (smartphone, tablet, PC, television, smart watch, car etc.). Telecommunication companies have thus been developing their core product: ‘connecting people’ further by adding services and offers that help people navigate through the digital world more easily.

Page 17: TrendLab Telco Report 2013/2014

17

EASE ACCESS+

getviva.com, adage.com youtube.com/user/VFTurkiye

All time accessibility: Data volumes and services can be accessed across various devices and even the usage of mobile devices abroad is getting more flexible, cheaper and faster.

vodafone.de

Tariff design: In mature markets, digitalization opens the door for new value added services that can help (premium) telcos to push higher rates.

Sasserath Munzinger Plus, theverge.com

rogers.com

Personal service: In a world of technological complexity, the demand for personal services providing assistance is increasing. On a larger scale, telcos can even tailor their distribution channels to the specific needs of ethnic groups.

Page 18: TrendLab Telco Report 2013/2014

18

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 19: TrendLab Telco Report 2013/2014

19

EASE

Mobilitization

The most fundamental disruption for telecommunication companies is the detachment of device and identity. In the future, a person’s identity will become digital and no longer be attached to a single device but will be connected to various devices: smartphones, tablets, smart watches and even cars. A personal Internet of Things will arise and help people stay connected to their loved ones, their work and content anywhere and at any time. Telecommunication companies fuel the Internet of Things by making all devices sing together, launching initiatives and services aiming at making the peoples’ digital identities safe. But they can not solve these issues on their own. The mobilitization of society has climbed up the political agenda and telcos are challenged to redefine their role within this environment – from doing business to facilitating a new digital society.

Page 20: TrendLab Telco Report 2013/2014

20

EASE MOBILITIZATION

theverge.com, att.com telegraph.co.uk

Cars become LTE hotspots: Hotspots come either pre-installed as part of a partnership or – more flexible – as sticks, allowing customers to choose between brands.

theverge.com openautoalliance.net

Blurring boundaries between cars and smartphones: Car manufacturers open their app stores to developers and technology brands, such as Google, open their operating systems to car manufacturers, enabling a seamless integration of mobile apps.

apple.com/watch/apple-watch psfk.com

telekom.com my-digitallife.att.com

Connected Things: Since people are becoming ever more mobile, telcos enable them to monitor and control mobilized homes remotely.

limmex.com

Wearables: Smart watches offer new forms of communication and wearables can help people to lead more independent, safe and healthy lives.

Page 21: TrendLab Telco Report 2013/2014

21

EASE MOBILITIZATION

tagesschau.de digitale-agenda.de

Security as prior issue: Due to the NSA Scandal, security and privacy dominate the public agenda and there is an increased demand for secure communication.

e-mail-made-in-germany www.mozilla.org mobilegreeks.de

Products and brands focusing on security: While politicians are still struggling brands have already created some inspiring solutions.

Page 22: TrendLab Telco Report 2013/2014

22

Source: TrendLab Telco Think Tank 2014

“Privacy is something that – as a society – either you have or you don’t. I think it is everybody’s responsibility to protect privacy. Individuals are not able to fight an entire infrastructure of electronic communication and cannot be expected to carry the entirety of this burden. Therefore, the government should be more responsible, legislate wisely and respect human rights. And the private sector needs to cooperate as well because they ultimately maintain and develop a lot of the infrastructure that we use and that either empowers us to be in control of identities or not.” AMELIA ANDERSDOTTER, Formerly: Chairperson, European Pirate Party

Page 23: TrendLab Telco Report 2013/2014

23

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

BEYOND ACCESS Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

LIBERATION!

JOY

Page 24: TrendLab Telco Report 2013/2014

24

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 25: TrendLab Telco Report 2013/2014

25

Net experience: from “blah-blah” to “ta-dah!”

The major challenge in telco communications over the last couple of years was making network quality tangible and thus valuable for the people. A zillion pieces of communications introducing new standards and technologies, and a zillion of disillusioning experiences where telcos just did not deliver what they promised, has led to a point where people no longer listen to telcos. For that reason it is more crucial than ever to a) find unconventional ways to grasp people’s attention and b) get the experience right. By creating branded spaces, services and manifestations that truly bring the net to life, telcos added some new types of brand experiences to their communications portfolio.

JOY

Page 26: TrendLab Telco Report 2013/2014

26

NET EXPERIENCE: FROM BLAH-BLAH TO TA-DAH! JOY thenextweb.com

twitter.com/BigGigAustin, cnet.com bloomberg.com, wantedinrome.com

‘Network heavens’: By claiming spaces or offering free test drives, telcos let people experience the quality of their networks.

wembley.ee.co.uk

explore.ee.co.uk/glastonbury

Liberating technologies: In mature markets, WiFi innovations enable new consumption models …

… in emerging markets, circumstances call for whole new approaches.

republicwireless.com

telekom.de

brck.com, google.com/loon

horizont.net, thetutuproject.com

Communications: Telcos face the challenge to make people both understand AND experience.

Page 27: TrendLab Telco Report 2013/2014

27

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 28: TrendLab Telco Report 2013/2014

28

“You start seeing changes in customer behavior as soon as you introduce a great 4G network: firstly, video becomes much much more important. In Japan and Korea, where you have people commuting all the time, (in the UK it is 77 minutes average, every day), consumers want to make their time exciting and interesting. Video is 25% of all the traffic we have on our network. People do this because it is possible. On 2G and 3G infrastructure, they simply have to wait too long. When a customer has to wait more than 2 seconds, they stop.” OLAF SWANTEE Chief Executive Officer Everything Everywhere

ytimg.com

Page 29: TrendLab Telco Report 2013/2014

29

The medium is … the telco.

”And I feel whahoo – wooo!” When Vodafone launched the “How are You?” campaign in 2001 featuring The Dandy Wahrhols’ song “Bohemian Like You”, it was telecommunications history in the making. Pop culture and entertainment were always a vital part of telco communication. They are reflections of modern life and nothing has shaped modern life as much as telecommunications. Telcos have built a technological infrastructure that fundamentally changes the way we entertain ourselves. At the same time entertainment has become the killer use case for fast internet – at home and on the go. Slowly but steadily, telcos are evolving from mere infrastructure providers to media ecosystems, providing technology and content in one convenient, all-time-available package.

JOY

Page 30: TrendLab Telco Report 2013/2014

30

THE MEDIUM IS … THE TELCO JOY

Reducing complexity: Entertainment, and serials in particular, help telcos to sell complicated products in the most uncomplicated way.

Bringing 4G/LTE to life: Entertainment remains the killer use case for super fast internet.

Distribution: Telcos realize that their infrastructure is perfectly suited for the distribution of (exclusive) content.

Engagement: In the digital world, entertaining content has become the leading currency for engagement.

vimeo.com/75012238 youtube.com/user/ShareATT youtube.com/giffgaff

prosieben-smart.de youtube.com/user/samsungmobileusa

youtube.com/user/three, thefwa.com, wklondon.com

Page 31: TrendLab Telco Report 2013/2014

31

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 32: TrendLab Telco Report 2013/2014

32

“When we think of Nike in 10 years, ‘Just Do It’ will all be about FUEL. [...] I am not sure which devices and fibers will connect you to your FUEL, but because you live and pay with the currency you will have to be attached to the currency at all time. [...] The most surprising thing to me about my day at the Nike Accelerator was the 30 entrepreneurs completely hitched to this trend did not own the one currency that was attached to this trend…NIKE. I tried to explain the connection of what they were doing to the opportunity to participate, but I did not see anyone [...] buy a few shares.” HOWARD LINDZON Author The Wallstrip Edge: Using Trends to Make Money, financial analyst and super angel investor

ytimg.com

Page 33: TrendLab Telco Report 2013/2014

33

Credit unlocked: Towards a universal currency.

The core benefits of an ecosystem from a customer point of view are convenience and value. Some recent initiatives have shown that a reinvention of phone credit has much potential to add both more convenience and more value to telco ecosystems. Being allowed to use credit more flexibly, to share it, or even to use it as a universal currency for content, grocery shopping or charity would be a huge improvement in terms of convenience. In return, a universal currency enables the ecosystem provider to create a more powerful reward and loyalty system in which every single activity pays off.

JOY

Page 34: TrendLab Telco Report 2013/2014

34

CREDIT UNLOCKED JOY

bell.ca shop.ee.co.uk

phoneshopbysainsburys.co.uk

adsoftheworld.com kampanyaburda.com psfk.com, facebook.com/Kreon.Mobile.Official

Shared plans: Families, friends and companies are now allowed to share their data, plans and bills.

Retail: By turning phone credit into a universal currency for shopping, telcos create a whole new loyalty system.

Gamification and reward schemes: Possibilities are endless, especially when it comes to gamification and rewards. The more playful the better.

macworld.co.uk

i-Beaconization?: Technology brands have taken smartphone shopping to the next level.

Page 35: TrendLab Telco Report 2013/2014

35

Source: TrendLab Telco Think Tank 2014

“I believe that people will not be aware of when they are using iBeacon technology. For people, the benefits they receive always stand in the foreground and they are not interested in the technology that happens in the background. If technology is able to make their daily lives easier and enable them to receive personalised offers in the supermarket, such as bundles that are based on their nutritional habits, this would be clear added value from a customer perspective. Using iBeacon, consumers also no longer have to make thoughts about payment, and this is why iBeacon will become the next generation of payment.” MARLEY FABISIEWICZ Founder, Upnext

Page 36: TrendLab Telco Report 2013/2014

36

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

BEYOND ACCESS Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

LIBERATION!

POWER

Page 37: TrendLab Telco Report 2013/2014

37

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 38: TrendLab Telco Report 2013/2014

38

DIY-ment.

How does empowerment really work? How does empowerment impact on people and create value? And what role does telecommunication play? A new and very powerful answer appears to be DIY-ment. Providing tools, applications, technologies, platforms and most of all inspiration for people to do things themselves that used to only be the business of big corporations. DIY-ment is about giving them a voice, a means to express themselves, and the opportunity to build a business and make a living. Thanks to telecommunications and digital technologies DIY-ment has become available for everyone.

POWER

Page 39: TrendLab Telco Report 2013/2014

39

DIY-MENT POWER

Technological empowerment: Makes the digital world tangible and lowers the entry barrier for entrepreneurs.  

Empowerment through visibility: Telcos help small and social organizations to become more visible and reach more people.  

helpouts.google.com

marketingweek.co.uk

blueinsider.o2.de

Giffgaffization: Customers become an active part of telco’s marketing.  

facebook.com/yourfone

joannerosedesign.com, mumbrella.com.au

loveischanginghistory.com

Page 40: TrendLab Telco Report 2013/2014

40

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 41: TrendLab Telco Report 2013/2014

41

medya.turkcell.com.tr

“4 years ago, as we introduced 3G to Turkey, we had a dream: People would be able to reach information from everywhere, there would be a complete equality of opportunity in terms of accessing information. Today, we are happy to take a further step in making that dream come true. We cooperated with world leaders in education to make cutting-edge knowledge available to our people in Turkish language.” SUREYYA CILIV CEO Turkcell

Page 42: TrendLab Telco Report 2013/2014

42

Empowering the margins.

The world is changing – all the time. To be ahead or at least part of the change, it is vital to tap into those parts of our society and economy that are responsible for this change. To understand it, to catalyse it, and to profit from it in the long run. Today, the most interesting changes seem to happen or will happen in the – small or big – “margins” of our world: women, children, start-ups, start-ups led by women, start-ups led by women with children, developing countries and start-ups lead by women in developing countries …

POWER

Page 43: TrendLab Telco Report 2013/2014

43

EMPOWERMENT THE MARGINS POWER POWER google.com/entrepreneurs

theathenanetwork.com.so

Women/Acceleration: Many startup initiatives focus on women, supporting them with networking opportunities, knowledge and money.  

Access to Knowledge: Telcos use their infrastructure to facilitate the accessibility of knowledge – sometimes at practically no cost.

turkcell.com.tr

youtube.com youtube.com

Emerging countries/Affordability: Established brands can solve fundamental societal problems and make the internet more affordable for the margins.  

Migrants/Integration: Focusing on multi-cultural integration, telcos hope to win over customers by offering tariffs and services that address specific ethnic groups.  

adage.com

Page 44: TrendLab Telco Report 2013/2014

44

“I believe, in fact, that good can be done via entrepreneurial means. With entrepreneurial means and even via the earning of money it is simultaneously possible to change society for the better. I do not think that this must be through donations as I believe that companies are at their strongest when they also have the possibility to earn profit as that still is what business is about. But it is especially advantageous if businesses can earn money through something that creates societal value at the same time.” DR. MARK SPEICH Executive Director, Vodafone Institute for Society and Communications

Source: TrendLab Telco Think Tank 2014

Page 45: TrendLab Telco Report 2013/2014

45

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

Page 46: TrendLab Telco Report 2013/2014

46

Destination Empowerment.

Empowering people, customers, start-ups, and even employees is a journey, but increasingly also a “real” destination. The shape of such destinations varies: from a new global business division which is the central hub for empowering the organisation, to actual spaces where start-ups, developers, and even customers can become part of a companies’ transformation process.

POWER

Page 47: TrendLab Telco Report 2013/2014

47

DESTINATION EMPOWERMENT POWER

telefonica.com, wayra.org, prepaidmvno.com, thedrum.com

orange.com, umaparis.com, facebook.com/numaparis

Startup and innovation campuses: Telcos create environments for innovation based on openness and partnership.  

Flagships: By combining café, shop and incubation, telcos have created a new type of flagship store for the age of empowerment.

justcurious.co.za, www.facebook.com/bransoncentre

Business Divisions: The digital age forces telco giants to rethink their own organizational structures in order to remain relevant and tap into new revenue streams.

Page 48: TrendLab Telco Report 2013/2014

48

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

2013/14 TrendLab Telco Report Wrap-up …

Page 49: TrendLab Telco Report 2013/2014

49

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

2013/14 TrendLab Telco Report Fields of Action for Telco Companies:

Page 50: TrendLab Telco Report 2013/2014

50

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

EASE: INNOVATE further develop, improve and extend your core product

Page 51: TrendLab Telco Report 2013/2014

51

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

EASE: INNOVATE further develop, improve and extend your core product

JOY: FIND PARTNERS create relevant and valuable content

Page 52: TrendLab Telco Report 2013/2014

52

POST-CONTRACTISM

Change of tariff culture towards consumer freedom

ACCESS+ Expansion of the eco-system

around the core of telecommunications

MOBILITIZATION Mobile devices and services cross geographical, industrial

and technological borders

NET EXPERIENCE From Blah-blah to Ta-Dah!

THE MEDIUM IS … THE TELCO Evolving from mere

infrastructure providers to media ecosystems

CREDIT UNLOCKED

Towards a universal currency and a more powerful reward

and loyalty system

DIY-MENT Enabling and empowering

people to do something themselves

EMPOWERING THE MARGINS

Tapping into those parts of the society and economy that are

responsible for change

DESTINATION EMPOWERMENT

The empowerment of people has found ‘homes’

EASE

EASE

EASE

JOY

JOY

JOY

POWER

POWER

POWER

EASE: INNOVATE further develop, improve and extend your core product

JOY: FIND PARTNERS create relevant and valuable content

POWER: TRANSFORM rethink your organization to be able to empower and benefit from others

Page 53: TrendLab Telco Report 2013/2014

53

48 A1 Airtel Ampya AT&T Avea Base Bliep Boost Mobile EE E-Plus Fonic Fyve GiffGaff GNCTRKCLL Kreon Mobile

Mobile Vikings Movistar Netzclub Nokia O2 Ono Optus Orange Red Bull Mobile Republic Wireless Rogers Canada SFR Singtel SK Telecom Sprint Starhub

TELCO BRANDS

Swisscom Telefónica Telekom/T-Mobile Telstra Three UK TPO Turkcell Verizon Virgin Mobile Viva Móvil Vodafone Yourfone

BRCK DIY Cellphone E-Mail Made in Germany Fairphone HP Internux LG Microsoft Motorola Mozilla Firefox Samsung Sony Threema Whatsapp Ziggo

Devices/Services For the full 160 slide report please contact Adam Domanski [email protected]

Page 54: TrendLab Telco Report 2013/2014

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