Der TrendLab Telco Report 2012 dreht sich um die Evolution der Telekommunikationsbranche in Richtung Ökosysteme.

1. Trendlab Telco Report 2012 1
ECOLUTION
Trendlab Telco Report 2012

2. Trendlab Telco Report 2012 2
Source: Sasserath Munzinger Plus

3. Trendlab Telco Report 2012 3
International brand
strategists …

4. Trendlab Telco Report 2012 4
… discussing trends &
developments in cutting-
edge telco markets …
16 brand strategists.
27 countries.
99 brands.

5. Trendlab Telco Report 2012 5
2008
2012
… for the sixth time
since 2007.

6. Trendlab Telco Report 2012 6
2012: Together with customers, entrepreneurs and partners,
telcos are creating an ecosystem for the new digital world.
Trend Report 2008
Trend Report 2009
Trend Report 2010
Trend Report 2011
‘telemonarchy’
until the mid 90’s
launch of
The iPhone
a new, open
(eco)system is
growing
Trend Report 2012
liberalisation, start
of pluralism
power shift
questions the
role of telcos
the system is changing:
telecommunication is
opening up
social media
are initiating a
shift in power

7. Trendlab Telco Report 2012 7
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
BUSINESS &
INNOVATION
Pinger
employees
EE

8. Trendlab Telco Report 2012 8
BUSINESS &
INNOVATION
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
ecobation
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
from revolution to evolution
Windows 8
Pinger
employees
opening up
coopetition
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
joyn
EE
MARKET &
IDENTITY

9. Trendlab Telco Report 2012 9
Source: bbc.co.uk, telecompaper.com,
bob.si, gigaom.com
Source: joynus.com, wayra.org/de, facebook.com/swisscomlabs, bluewin.ch
Source: cisco.com, mobilemarketer.com, gigaom.com
Source: ee.co.uk, digitale-welt.telekom.com, youtube.com/user/JWTMEA, touch.com
Data explosion – revenue implosion: Data packages
will not save telcos’ revenues in the long run.
The need for new business models is leading to a cultural
transformation: Telcos are opening up by cooperating with
competitors, setting up incubation platforms and integrating
customers in product development or even management. Openness will not only
define their culture, but
also their identity: Telcos
are becoming enablers
of a new, digital world.
Turbulent times for the telco industry: Political discussions concerning
privacy, piracy and net neutrality shed light on the difficulties of earning
money in the digital world, as the European crisis opened the door for low
cost brands.

10. Trendlab Telco Report 2012 10
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
employees
EE
LTE/FTTH as
ingredient
revitalizing daily business
ecolution
ecobation
Pinger
reinvention
of voice
BUSINESS &
INNOVATION

11. Trendlab Telco Report 2012 11
Source: ee.co.uk, facebook.com/BT, smartphonesapps.com, frick.ch, mobilbranche.de, o2.co.uk/money, ee.co.uk
Source: jazarah.net,
phone-guide-germany.com Source: 48months.ie, orange.co.uk
Ecolution: Telcos are slowly building up an ecosystem – combining infrastructure with
innovative tariffs and services – which is bringing their vision of a new, digital world to life.
LTE/FTTH as ingredients? While FTTH is being
sold via IPTV, LTE is being sold via devices.
Daily business is being
revitalized through innovative
loyalty and recommendation
mechanisms.

12. Trendlab Telco Report 2012 12
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
Pinger
EE
super-giga-high-speed-jungle
TELCOS & COMMUNICATIONS
fresh wave of creativity
back to fiction
employees
three ways to
communicate speed

13. Trendlab Telco Report 2012 13
Source: youtube.com/user/UPCCH, youtube.com/user/telekomerleben,
coloribus.com, swisscom.ch, youtube.com/user/swisscom
Source: der-mann-der-immer-die-wahrheit-sagt.de, youtube.com/user/turkcell, werbung1.at, horizont.net
Source: youtube.com/user/LeoBurnettWorldwide, adweek.com,
http://www.youtube.com/user/swisscom, swisscom.ch
The introduction of LTE/FTTH
raises questions of how to
communicate speed in the
most relevant way.
A fresh wave of creative
communication indicates
more self confidence and
courage amongst telcos
– and sometimes turns
exchangeable offers into
likeable brands.
Some brands
avoid the speed
competition by
focusing on
limitlessness in
their offers and
communication.

14. Trendlab Telco Report 2012 14
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
joyn
Pinger
employees
EE
Windows 8
DEVICES & APPS
from devices to ecosystems
from revolution to evolution
apps as a natural
building block

15. Trendlab Telco Report 2012 15
Source: macrumors.com, facebook.com/nokiadeutschland Source: Vision Mobile, orange.ch
Source: google.com, bliepblog.nl
Source: readwriteweb.com, howtogomo.com
From revolution to evolution? Compared to the iPhone
launch in 2007, the launch of Android in 2008, the launch
of WhatsApp in 2009, or the iPad launch in 2010, recent
developments have been rather small.
Brand experience will further shift from
smartphones to ecosystems – and so will tariffs.
Death of the app? Comeback of
the browser? In ecosystem times,
brands need to review carefully
how to deliver a great digital
experience across all devices.
Within a year, apps have become a natural
building block in telcos’ communications
and overall product experience.

16. Trendlab Telco Report 2012 16
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & SOCIETY
DEVICES & APPS
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
Pinger
employees
EE
48
youth brands
customers
taking the lead
TELCOS & PEOPLE
*bliep

17. Trendlab Telco Report 2012 17
Source: Sasserath Munzinger Plus, horizont,net, o2online.de,
youtube.com/user/WhatTheBliep, gsminfo.nl
Source: dublin.studenty.me, elmaaltshift.com, facebook.com/orto
Source: appbetween.us, youtube.com/user/turkcell, qatarisbooming.com
Customers taking the lead: In order to become more
relevant, telcos increasingly let customers be part of
creative processes and even decision making.
Hard to win, but good to have: Telcos are putting
much effort into winning over young target groups.
The shift towards data
based communication
opens up entirely new
possibilities to
connect people.

18. Trendlab Telco Report 2012 18
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
Pinger
employees
EE
education
long-term initiatives
good at heart
TELCOS & SOCIETY

19. Trendlab Telco Report 2012 19
Source: turktelekom.com,
facebook.com/TouchLebanon,
youtube.com/user/texting4all
Source: oxjamleadenhall.files.wordpress.com, wayra.org, o2thinkbig.co.uk
Source: reynolds1984.multiply.com,
orange-hilft.at, play.pl
Teach first, sell
afterwards? Educating
and helping people to use
digital media combines
social responsibility
with niche targeting.
Good at heart: Telcos increasingly link
responsibility to their daily business.
Telcos are showing commitment
to CSR by replacing scattered
activities with large-scale, long-
term initiatives.

20. Trendlab Telco Report 2012 20
What are the challenges
for telcos in the future?

21. Trendlab Telco Report 2012 21
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
Pinger
employees
EE
ecovate
relate
discuss &
explain

22. Trendlab Telco Report 2012 22
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
Pinger
employees
EE
ecovate
!

23. Trendlab Telco Report 2012 23
Innovate and elaborate your ecosystem ...
ecovate
!
‘To become enablers of a new, digital word, telcos
will have to constantly create new services. Network
quality is not a means by itself, LTE and FTTH need
to be brought to life with services such as music
streaming, mobile payment or cloud.’
Nina Reicke, Partner Sasserath Munzinger Plus, Berlin

24. Trendlab Telco Report 2012 24
ecovate
! Source: wayra.org/de, campus-party.eu, t-mobile.de/spotify
Source: techcrunch.com, fortel.info, techcrunch.com
Source: vodafone-stiftung.de,, reynolds1984.multiply.com
... cooperate: Find partners who can provide your
ecosystem with messaging, content, payment, cloud
services, education, mobility, health, advertising etc.
... integrate responsibility: Give
back to society in a way that
logically fits into your ecosystem.
... ecobate: Help startups and developers, who can
help you, create a unique ecosystem experience.

25. Trendlab Telco Report 2012 25
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
Pinger
employees
EE
relate!

26. Trendlab Telco Report 2012 26
Identify strong niches and needs and respond to them ...
relate!‘People have different preferences; the younger favor data
and entertainment, whereas older people prefer voice and
similar services. It is important that the providers adjust to
this and even go further in understanding the consumer
and offering him something interesting.’
Anna Wassenaer, Partner Favela Fabric, Amsterdam
‘Telcos should simply stop confronting everyone with a huge bandwidth of
offers (...) and stop getting lost in technical details.’
Stéphanie Isabelle Schnellbügel, Strategic Planner Serviceplan, Munich

27. Trendlab Telco Report 2012 27
Source: dublin.studenty.me, appbetween.us,
a1internetfüralle.at, ctexcel.com
Source: fiercewireless.com,
ee.co.uk, telekom.com
Source: 1.orange.ch, bliepblog.nl, joynus.com
Source: Sasserath Munzinger Plus, youtube.com/user/WhatTheBliep
Respond to niches such as teens, tweens, professionals,
elderly people, couples, families, minorities etc.
Respond to needs such as flexibility,
safety, affordability, limitlessness,
ecosystem-friendliness etc.
Build trust.
Let customers guide your way;
let them be part of the process.
relate!

28. Trendlab Telco Report 2012 28
BUSINESS &
INNOVATION
MARKET &
IDENTITY
TELCOS & COMMUNICATIONS
TELCOS & PEOPLE
TELCOS & SOCIETY
DEVICES & APPS
customers
taking the lead
*bliep
youth brands
48
opening up
coopetition
ecobation
turbulent times
low cost
brands
data as a political issue
enablers of a new
digital world
data explosion – revenue implosion
super-giga-high-speed-jungle
three ways to
communicate speed
fresh wave of creativity
back to fiction
good at heart
long-term initiatives
education
revitalizing daily business
ecolution
reinvention
of voice
LTE/FTTH as
ingredient
from devices to ecosystems
apps as a natural
building block
joyn
from revolution to evolution
Windows 8
Pinger
employees
EE
discuss &
explain!

29. Trendlab Telco Report 2012 29
discuss &
explain!
Don’t leave the public conversation about digital life and
data issues to politicians and technology brands
– find a point of view and share it.
‘People want to find an
advocate in their telco operator,
who stands by their side and
helps them cope with
technological changes (...).
Regaining social meaningfulness
should be priority for providers, as
it gives them a platform on which
they can build a meaningful
relationship with customers.’
Francesco Gatti, Client Service
Director Serviceplan Italia, Milan

30. Trendlab Telco Report 2012 30
Source: wieso warum!, cafearjun.com
Source: coloribus.com, bt.com, cnet.com
Be part of the conversation; share your expertise.
discuss &
explain!
Move from speed to need: Promote fast
internet in a way that is relevant to people.

31. Trendlab Telco Report 2012 31
Marc Sasserath
m@sasserathmunzingerplus.com
Adam Domanski
ad@sasserathmunzingerplus.com
Rosenstraße 18, D-10178 Berlin
T +49 30 77 90 777 80
F +49 30 77 90 777 99
Sasserath Munzinger Plus GmbH
Gesellschaft für umsetzungsorientierte
Markenberatung und Markenentwicklung
For more information and
the full Telco Report 2012
please contact:

32. Trendlab Telco Report 2012 32
The Trendlab Telco Summit is an initiative of the Berlin-
based brand consultancy Sasserath Munzinger Plus in
cooperation with Serviceplan Group. It took place for the sixth
time on the 20th and 21st of September 2012. The idea of the
summit is to connect and exchange the knowledge between
agencies and consultancies who have substantial experience
in the telecommunication industry.
Sasserath Munzinger Plus is a brand consultancy that works
with leading and ambitious brands like Telecom Italia, L’Oréal,
Intel, Vodafone, Carfax, betterplace.org and FC St. Pauli.