Telco Trends 2010 - Berlin Telco Summit
-
Upload
sasserath-munzinger-plus -
Category
Technology
-
view
5.025 -
download
3
Transcript of Telco Trends 2010 - Berlin Telco Summit
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
telcwho?
2010BERLINTELCOSUMMIT
2010TelecommunicaEonTrendReport
©byMusiolMunzingerSasserath
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
19telcobrand&communicaEonstrategistsfromaroundtheglobe…
GERMANYIUKISPAINIITALYIINDIASINGAPOREIMEXICOISWITZERLANDTURKEYINETHERLANDSIPOLAND
©byMusiolMunzingerSasserath
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
…discussingTrends
Developments
15Markets*
CuZng‐edgeIdeas
in
&
&
*MALAYSIAIGERMANYIUKISPAINIITALYISINGAPOREICHINAIMEXICOIPOLANDPHILIPPINESIINDIAIINDONESIAITURKEYINETHERLANDSISWITZERLAND
©byMusiolMunzingerSasserath
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
Thewaytothereport.
NewMorecollaboraEon!ThinkTankSessions!
©byMusiolMunzingerSasserath
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
CHAPTERS
6
Telcos&People
Devices&Apps
Telcos&Society
Telcos&Business
Telcos&IdenEty
Telcos&SocialWeb
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
TRENDS&OBSERVATIONS
7
(co‐creaEon)
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
TELCOS&PEOPLE
8
hot
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
TAILOREDTARIFFS
Source:Base.de
9
Source:andywillwechseln.de
Source:contagiousmagazine.com Source:GiffgafflaunchesnewmarkeEngcampaign,mobiletoday.co.uk
Source:maxis.com.my
Atleast,therearesomeexcepEons:IntheUK,O2launchedanewbrandcalledgiffgaff,whichisrunbyitsownmembers.AndinGermany,Telekomsetupa“StreetLab”inBerlinNeukölln,adistrictwithahighpercentageofTurkishandArabicresidents,andindailychangingworkshopsinvitedkidsto“playwiththefuture.”
Consumersturnintoco‐creators...Really?Co‐creaEonisopensElllimitedtoadverEsingandcommunicaEon.
(CO‐CREATION)
Consumersareabletocreatetheirowntariffsbasedupontheirindividualneeds.Andincreasinglytheyarenotboundtominimumfeesortermsanymore.
DEMOCRATIZATIONOFSMARTPHONES
Source:myesia.com
Smartphonesconquertheworldand(almost)everybodycangetone.
Source:Base.de
Source:mumbai.mtnl.net.in
Sources:laboratories.telekom.com,4010.com
TELCOS&PEOPLE
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnershipshot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
TELCOS&IDENTITY
10
hot
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
SomebigTelcoshavesimplifiedtheirbrandarchitecture,focussingontheirmainbrands.
11
Source:telekom.com Source:telefonica.com
Source:o2online.de
PriceissEllverydominantinmanymarkets,“free”,“graEs”andbonusesaresEllimportantcommunicaEonvalues.
LackofcreaEvity?Intermsofstructuring&communicaEngpricesandtariffs,thereareveryfewinspiringexamples.
FOCUSONFUNCTIONALVALUES
Source:info.singtel.com/personalSource:telcel.com
Source:o2online.de
Source:orange.pl
BRANDARCHITECTURE
LACKOFCREATIVITY
TELCOS&IDENTITY
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
TELCOS&SOCIALWEB
12
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
APPLEASGATEKEEPER
Source:digital‐employer‐branding.de
INTEGRATIONINBUSINESSPROCESSES
TelcoshavestartedtointegrateSocialMediaintheirbusinessprocesses,creaEngusefulservicesfortheircustomers(e.g.quick&easycustomersupportandrecruitment)
13
Source:twiter.com
Source:wired.com
Apple–geniusenablerorpuritangatekeeper?InJune2010,ApplehittheheadlinesaperbanningacomicbookversionofUlysses–intendedasanappfortheiPad–becauseofadrawingofunclothedhumanbreasts.
Source:de‐bug.de
SocialMediaisnotonlyanagentforsocialandeconomicchangeintheworldbutalsoapowerfultoolfortheevil:e.g.NorthKorea,IranandVenezuelahavestarteduElizingitfortheirpurposesalready.
THEDOWNSIDEOFSOCIALMEDIA
Source:spiegel.de
TELCOS&SOCIALWEB
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
TELCOS&SOCIETY
14
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
InGermany,DeutschePostlaunchedabigcampaign,promoEnganewservice–theE‐Postbrief–whichallowsforthesafedigitaltransmissionofconfidenEaldata.
15
Source:hyves.nl/acEe/stanislav
Source:ideacellular.com/IDEA.portal
Source:epost.de
OnlyveryfewCSRacEviEesofTelcosareperceivedasmeaningful.PosiEveexamplesareTelekominGermanyandthebrandIdeainIndia,whichaddresssubjectssuchas‘environment’or‘health’thatarerelevantforsociety.
Privacyisbecomingabigissueinsomemarkets:TheDutchMinistryofJusEcelaunchedaviralcampaigntomakepeopleawareofcybercriminals.
Source:millionen‐fangen‐an.de
RESPONSIBILITY
PRIVACY
TELCOS&SOCIETY
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
TELCOS&BUSINESS
16
hot
hot
hot
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
Source:telekom.de/geschaepskunden
Source:business.singtel.com/onestop
Source:t‐mobile.nl
17
Source:mashable.com
Source:thenextweb.com/uk/
NETWORKCONGESTION
NETWORKQUALITY
Alongwithatrendtowardsniche‐targeEngandlong‐tail,TelcosdiscovertheB‐to‐Bsegment.Andincreasingly,theyconsiderthefactthatbusinesspeoplearehumanbeings,too,intheircommunicaEon.Beyondthat,theyhavestartedtoprovidecompletebusinesssoluEonsratherthansingleproductsorisolatedservices.
InmanysaturatedmarketswithhighsmartphonepenetraEon,networkqualitybecomesamajorissueandispickeduponbymanyTelcoCompanies.InresponsetotheincreasingnetworkcongesEon,theyarestrugglingtofindsoluEonsforit.
Source:o2online.de
InnovaEonissEllasafewaytosuccess,especiallyinsaturatedmarkets.Cross‐industrialpartnershipssuchastheonesbetweenTataandSkyinIndiaorSonyandO2inGermanybundleknowledgeandresourcestogivecustomersatrulyholisEcmediaandentertainmentexperience.
PARTNERSHIPS
Source:tatasky.com Source:o2‐sony.de/blog.makeastartup.com
Source:thenextweb.com/uk/
TELCOS&BUSINESS
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
DEVICES&APPS
18
hot
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
Source:BTtolaunchtabletcomputertorivaliPad,telegraph.co.uk
Mobilepaymentandmobilewalletsareprovidingcustomerswithmoreconvenience.Smartphonescanbeturnedintomobilecreditcardterminalsandempowersmallbusinesses.
Sources:vodafone.co.uk
Notonlythequalityofthenetworkhasroomforimprovement–innovaEvedevicescancontribute,too…
Source:OrangetrialsHDphonecalls,telegraph.co.uk
Source:virginmobileusa.com
FixedlineprovidersdiscoverTabletPCsasanewcustomerloyaltytool:InGermany,1&1isheavilypromoEngits“Smart‐Pad”aspartofadoubleplayofferatnoextracharge–24monthminimumterm.IntheUK,BThasalsodevelopeditsownversionoftheiPad,tobesoldin2011.
Source:1und1.de
FEMTOCELLS/HDCOICE
MOBILESASSHOPPINGANDSELLINGDEVICES
TABLETPCS
19
DEVICES&APPS
LOCATION‐BASEDSERVICES
SOCIALMEDIAPHONESBECOMESTANDARD
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnershipshot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
20
consumersinpow
erlim
itsof
consum
erpow
er
CONFLICTINGAREAS
hot
hot
hot
hot
democraEzaEonofsmartphones
democraEzaEon
oftechnologylim
itsoftechn
ology
“Ontheonehand,consumershavegainedmorepowerandfreedom.Ontheother,theirinfluenceisopenrestrictedtoasuperficiallevelorlimitedbystrictrulesthatareestablishedbypowerfulbrandssuchasAppleorFacebook.”
NINAREICKE,PARTNERIMUSIOLMUNZINGERSASSERATH
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnershipshot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
21
consumersinpow
erlim
itsof
consum
erpow
er
CONFLICTINGAREAS
hot
hot
hot
hot
democraEzaEonofsmartphones
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnershipshot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
22
consumersinpow
erlim
itsof
consum
erpow
er
CONFLICTINGAREAS
hot
hot
hot
hot
democraEzaEonofsmartphones
democraEzaEon
oftechnologylim
itsoftechn
ology
“ThereisarapidmovementofdemocraEzaEonoftechnology:Smartphonesandotherdevicesandservicesbecomeavailableforallcustomersegmentsallovertheworld.However,thisdevelopmentleadstodataoverloadandnetworkcongesEon,whichisahugetechnologicalchallengeforTelcoProviders.”
NINAREICKE,PARTNERIMUSIOLMUNZINGERSASSERATH
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processes
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
loyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
23
democraEzaEon
oftechnologylim
itsoftechn
ology
improvingthebasics
CONFLICTINGAREAS
socialmediaphonesbecomestandard
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
hot
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
24
redefinecustomerrelaEonship
begood
consumersinpow
erdem
ocraEzaEonoftechnology
limitsoftechn
ology
limitsof
consum
erpow
er
CHALLENGES
beinnovaEve
becomemoremeaningful“Giventhesedevelopments–theincreaseofconsumer
powerandfreedomandthedemocraEzaEonoftechnology–TelcoCompaniesfindthemselvesinakindofidenEtyvacuum.Whatdotheystandfor?HowcantheyfindmeaningfulposiEonsthatgobeyondfuncEonalvaluessuchaspricesanddiscounts?Whatcantheycontributetopeople’slivesandsociety?”
NINAREICKE,PARTNERIMUSIOLMUNZINGERSASSERATH
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
hot
networkcongesEon
consumersinpowergiffgaff
tailoredtariffs
(co‐creaEon)
morefreedomforconsumersfocusonfuncEonalvaluesdemocraEzaEon
ofsmartphonesresponsibility
privacyisbecomingamajorissue
socialmedia2.0integraEoninbusiness
processessocialmediaphonesbecomestandard
thedownsideofsocialmediaAppleasgatekeeper
businesscustomers=humanbeings
B‐to‐B
lackofcreaEvity
improvingthebasicsloyaltyprogrammes
networkquality
tabletPCs
locaEon‐basedservices&devices
mobilesasshopping&sellingdevices
femtocells/HDvoice
partnerships
hot
hot
hot
hot
hot
hot
hot
lackofmeaning
long‐tail/nichetargeEng
25
redefinecustomerrelaEonship
becomemoremeaningful
begood
beinnovaEve
consumersinpow
erdem
ocraEzaEonoftechnology
limitsoftechn
ology
limitsof
consum
erpow
er
CHALLENGES
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath26
becomemoremeaningful
CHALLENGES
“Championingacausetogivethebrandsamorehumanmission–that’swhatamazedme.EveninaTelcoConference,thisbecameacriEcalpoint.AndIamveryhappyaboutthat,becausebrandsarelosingtheirmission.“
“Doesthebrandhaveabiggerpurpose?Doesitchampionsomethingwhichisrelevantformeinmylife?SothatIcanassociatewiththebrand?SomethingthattakesitbeyondthefuncEonalqualiEesandcreatesadeepermeaningforpeopleintheirlife?”
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
Source:creaEe.nl/
27
Source:ideacellular.com/IDEA.portal
...bydeliveringsoluEonsforproblemswithinsociety.
Source:o2online.de
…byfocussingintermsofproducts(tariffs).
Source:telekom.com
…byfocussingintermsofbrandarchitecture.
…byperceiving(business)customersashumanbeings.
Source:orange.pl
becomemoremeaningful
...bymakingproductsandachievementstangibleand“real”forcustomers.
CHALLENGES
Source:vodafone.com.tr
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath28
begood
CHALLENGES
„ItwasverydisappoinEngtoseehowfewCSRprogrammesthereare.ItwouldbegoodifTelcoproviderswereabletoactuallycreatesomethingtangible.Saying“hereiswhatweareaboutasacompany.Areyou(theconsumer)thatkindofperson?(...)thenjoinus”.InthefutureIwouldliketoseemoreexamples.WhataretheypuZngback–Ithinkonabusinesssideitwouldhelpthembemoretangiblebutcommunity‐wiseitwouldactuallyhelpthemmeansomethingmoretopeople.”
“Theyhavetobegood.TheyhavetobegoodcorporateciEzensandfulfilthisresponsibilitywiththingstelecommunicaEonscando–thiscouldbeeducaEon,makingpeoplebetereducatedandbeingabeterpartofsociety.Butitcouldalsobethattheyhelpwiththingsthathaveapurpose;thingsthathaveacauseandjustsupporEngwiththemeansoftelecommunicaEon.”
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath29
…byacEnglikearesponsiblecorporateciEzenanddoingsomethingrelevant.
…bytakingresponsibilityforthedangersoftelecommunicaEon.
begood
CHALLENGES
Source:tatasky.com/
Source:hyves.nl/acEe/stanislav
Source:millionen‐fangen‐an.de
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath30
redefinecustomerrelaEonship
CHALLENGES
„ManyTelcobrandshavefoundthemselvescreaEngcynicism,distrustanddisconnecEonsimplybecausetheyarenotreallydoingthingsinlinewiththeconsumers’wishes.Theyareleadingtheconsumerratherthanhavingtheconsumerleadthem.(...)SomebrandsallowconsumerstocreatetheirownpackagesandtariffsandIthinkthat’samajortrend(…)thatwewillseeinforthcomingyearsgloballygivingmorepowertotheconsumerstodictatewhatitisthattheywant.“
„giffgaff–thisexamplefromtheUK,wheretheygavethetotalcontrolofthebrandtothecustomersanditseemsasifthecustomerswhererunningthebrand.IfinditarevoluEonaryconcept.“
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath31
…helpingthemtocreatetheirownbrand.
Source:contagiousmagazine.com Sources:4010.com,spiegel.de
…leveragingtheircreaEvityandinvolvingthemininnovaEonprocesses.
Source:base.de
…allowingthemtotailortheirtariffstotheirindividualneeds.
redefinecustomerrelaEonship
CHALLENGES
Source:GiffgafflaunchesnewmarkeEngcampaign,mobiletoday.co.uk
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath32
„PeoplearenevergoingtobesaEsfied(…)theirdemandsarecomingfrominfluencesfromacrosscategories(...).Theydon’tlookforandseekbenefitsexclusivelyfromwithinthecategory,becausetheinfluencesarecomingfromeverywhere.(…)Thus,thereisaneedtodeliverfantasEcfuncEonalqualiEes.(…)Youcannotletyourselfdownonthose.Thosedemandsareonlygoingtorisemoreandmore.”
beinnovaEve
CHALLENGES
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
invenEvesoluEonsforgivenproblems
Source:cnet.com,unicor.com
innovaEveresearchconcepts
Source:spiegel.de,4010.com
newtariffconcepts
Source:base.de
revoluEonarybrandideas
Source:giffgaff.co.uk
33
Source:o2‐sony.de
interesEngpartnerships
innovaEvehardware
Source:1und1.de
innovaEvebusinessmodels
Source:speach.de
CHALLENGES
beinnovaEve
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
telcwho?
2010BERLINTELCOSUMMIT
2010TelecommunicaEonTrendReport
FormoreinformaEonandthefull2010TelecommunicaEonTrendReportpleasecontact
MusiolMunzingerSasserathGesellschapfürumsetzungsorienEerteMarkenberatungundMarkenentwicklungmbH
Rosenstraße18,D‐10178Berlin
T +4930.7790777‐82F +4930.7790777‐99
©byMusiolMunzingerSasserath
2010BERLINTELCOSUMMIT©byMusiolMunzingerSasserath
THEBERLINTELCOSUMMIT
TheBerlinTelcoSummitisaniniEaEveoftheBerlin‐basedbrandconsultancyMusiolMunzingerSasserathincooperaEonwithRepublic,aMilan‐basedadverEsingagency,whichispartofthePublicisNetwork.IttookplaceforthefourthEmeonthe15thand16thofJuly2010.Itdrewtogether19communicaEonandbrandstrategistrepresenEng16marketssuchasItaly,Spain,UK,Turkey,Germany,theNetherlandsaswellasMexico,India,China,Singapore,Indonesia,Japanetc..TheideaofthesummitistoconnectandexchangetheknowledgeofexpertswithinagenciesofthePublicisNetwork,aswellasindependentconsultancies,whohavesubstanEalexperienceinthetelecommunicaEonsindustry.
MUSIOLMUNZINGERSASSERATH
MusiolMunzingerSasserathisaleadingindependentimplementaEon‐orientedbrandconsultancy.Thecompanyhelpstodevelopsustainablevaluefortheirclients’brands.BasedonexcepEonalbrandknowledgeandbrandmanagementexperEseMusiolMunzingerSasserathcollaborateswithcompaniestosuccessfullymanagetheirbrandsandtodeveloporganisaEons.MusiolMunzingerSasserath’sbusinessexperEsecoversautomoEve/mobility,consumergoods,financialservices,retail,serviceindustries,uEliEes,IT/telecommunicaEons,industrialgoodsandtechnology,mediaandentertainment,pharmaceuEcalsandhealthcare.
35 ©byMusiolMunzingerSasserath