telcwho? Filling the void of meaning. Trends and Implications of the Berlin Telco Summit 2010 As consumer power is gaining momentum and the democratization of technology is revealing the limits of our current infrastructure, Telco Companies have a great opportunity to shape their identities by filling the void of meaning. These are the key findings of the Berlin Telco Summit 2010. The participants of this year’s summit – 19 brand and communication strategists from 12 countries – discussed current developments in 15 different markets around the world ranging from India to Mexico. The global strategists identified two areas of conflict that Telecommunication brands should address by clearly positioning themselves, in order to meet the enormous challenges and remain relevant in people’s lives: Consumers in Power versus Limits of Consumer Power The growth of consumer power and freedom in the realm of Telecommunication is reflected through several developments. Most obvious is a higher degree of flexibility in terms of tariff plans, allowing consumers to tailor their own tariffs and releasing them from minimum contract terms. In the case of the UK brand giffgaff, which was launched by o2 last year, customers are even turning into the brand’s marketing managers. Smartphones and Social Media Networks are transforming into platforms for people to start their own business and to share and spread their opinion publicly. However, there are still limits to consumer power. In many cases co-creation is reduced to advertising and communication. And the restriction of consumer power goes even further with some powerful brands establishing themselves as gatekeepers and censors such as Apple, which hit the headlines after banning certain apps from its App store, dictating what is appropriate or not. Beyond, Social Media and Telecommunication bear great risks and dangers, with millions of people sharing their entire lives with the public, however sometimes too much of it or in a highly addictive way. And these days Social Media is unfortunately not only an agent for positive social and economic change, but also a powerful tool for the evil. Democratization of Technology versus Limits of Technology Smartphones and mobile Internet become available to the masses, thanks to attractive financing concepts, affordable data plans and handsets. Also many services are available to more people, e.g. pedestrian navigation, which is increasingly offered for free. However, the process of democratization of technology poses huge challenges to Telecommunication Companies, especially in terms of infrastructure and data volumes. Thus, network quality has become a big issue again in markets with high smartphone penetration. It is picked up in communications and fuels the current trend of improving basic services and products. These trends and observations result in two major challenges for the telecommunication industry: Meaning is Fundamental. Telco Companies need to develop a clear point of view of what they want to be and what they want to stand for – in the long-term, to avoid turning into replaceable commodity providers and to escape from the ongoing price competition. Becoming more meaningful can be achieved in various ways e.g., by focussing and thus being able to champion in a few things, such as products or services, rather than averaging in many. Meaning can also be created by being good and acting as responsible corporate citizen, such as the brand “idea” in India, which addresses subjects like education, caste or health that are highly relevant to the Indian society. In order to become more meaningful, Telcos also need to redefine their relationship towards people, acknowledging and leveraging consumer power instead of restricting it and thus turning it into something that is beneficial for both, brands and people. Innovation is Future. To avoid losing ground to new competitors from other in

1. telcwho?
2010 TelecommunicaEon Trend Report
© by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT

2. 19 telco brand & communicaEon strategists
from around the globe …
GERMANY I UK I SPAIN I ITALY I INDIA
SINGAPORE I MEXICO I SWITZERLAND
TURKEY I NETHERLANDS I POLAND
© by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT

3. … discussing Trends
&
Developments
&
CuZng‐edge Ideas
in 15 Markets*
* MALAYSIA I GERMANY I UK I SPAIN I ITALY I SINGAPORE I CHINA I MEXICO I POLAND
PHILIPPINES I INDIA I INDONESIA I TURKEY I NETHERLANDS I SWITZERLAND
© by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT

4. The way to the report.
More collaboraEon!
New
Think Tank Sessions!
© by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT

5. CHAPTERS
hot
tailored tariffs
more freedom for consumers
hot
Telcos & People
hot
lack of meaning
Telcos & IdenEty
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Telcos & Society
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0
Telcos & Social Web
Devices
hot
network congesEon
devices integraEon in business
hot
& Apps hot
processes Telcos &
partnerships
social media phones
become standard Business
long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
6 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

6. TRENDS & OBSERVATIONS
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
7 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

7. TELCOS & PEOPLE
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
8 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

8. TELCOS & PEOPLE
Source: mumbai.mtnl.net.in
Source: maxis.com.my
Smartphones conquer the
world and (almost)
everybody can get one.
Source: Base.de
TAILORED
TARIFFS Consumers are able to create their own
tariffs based upon their individual needs.
And increasingly they are not bound to DEMOCRATIZATION
minimum fees or terms anymore. OF SMARTPHONES
Source: myesia.com Source: Base.de
Source: contagiousmagazine.com Source: Giffgaff launches new markeEng campaign, mobiletoday.co.uk Sources: laboratories.telekom.com, 4010.com
(CO‐CREATION)
Consumers turn into
co‐creators ... Really?
Co‐creaEon is open sEll At least, there are some excepEons: In the UK, O2 launched a
limited to adverEsing new brand called giffgaff, which is run by its own members. And
and communicaEon. in Germany, Telekom set up a “StreetLab” in Berlin Neukölln, a
district with a high percentage of Turkish and Arabic residents,
and in daily changing workshops invited kids to “play with the
future.”
Source: andywillwechseln.de
9 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

9. TELCOS & IDENTITY
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
10 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

10. TELCOS & IDENTITY
Source: telcel.com Source: info.singtel.com/personal
Source: o2online.de
Price is sEll very dominant LACK OF
in many markets, “free”, CREATIVITY
“graEs” and bonuses are
sEll important
communicaEon values.
Lack of creaEvity? In terms of
structuring & communicaEng
prices and tariffs, there are very
few inspiring examples.
FOCUS ON FUNCTIONAL
VALUES
Source: o2online.de
Source: orange.pl
Some big Telcos have
simplified their brand
architecture, focussing on
their main brands.
BRAND ARCHITECTURE
Source: telekom.com Source: telefonica.com
11 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

11. TELCOS & SOCIAL WEB
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
12 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

12. TELCOS & SOCIAL WEB
Source: twiter.com Source: spiegel.de
THE DOWNSIDE OF
Telcos have started to integrate SOCIAL MEDIA
Social Media in their business
processes, creaEng useful services
for their customers (e.g. quick & easy
customer support and recruitment)
Social Media is not only an agent for social and
INTEGRATION IN economic change in the world but also a powerful
BUSINESS PROCESSES tool for the evil: e.g. North Korea, Iran and Venezuela
Source: digital‐employer‐branding.de
have started uElizing it for their purposes already.
Source: wired.com Source: de‐bug.de
APPLE AS
GATEKEEPER
Apple – genius enabler or puritan gatekeeper? In June 2010, Apple hit the headlines
aper banning a comic book version of Ulysses – intended as an app for the iPad –
because of a drawing of unclothed human breasts.
13 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

13. TELCOS & SOCIETY
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
14 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

14. TELCOS & SOCIETY
Source: ideacellular.com/IDEA.portal Source: millionen‐fangen‐an.de
RESPONSIBILITY
Only very few CSR acEviEes of Telcos are perceived as
meaningful. PosiEve examples are Telekom in Germany
and the brand Idea in India, which address subjects such
as ‘environment’ or ‘health’ that are relevant for society.
Source: hyves.nl/acEe/stanislav Source: epost.de
PRIVACY
In Germany, Deutsche Post launched a big
Privacy is becoming a big issue in some markets: The campaign, promoEng a new service – the E‐
Dutch Ministry of JusEce launched a viral campaign to Postbrief – which allows for the safe digital
make people aware of cybercriminals. transmission of confidenEal data.
15 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

15. TELCOS & BUSINESS
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
16 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

16. TELCOS & BUSINESS
In many saturated markets with high smartphone penetraEon,
network quality becomes a major issue and is picked up on by
many Telco Companies. In response to the increasing network
congesEon, they are struggling to find soluEons for it. Source:
business.singtel.
Source: telekom.de/geschaepskunden com/onestop
NETWORK
QUALITY
Source: o2online.de
Along with a trend towards niche‐targeEng and
NETWORK long‐tail, Telcos discover the B‐to‐B segment. And
CONGESTION increasingly, they consider the fact that business
people are human beings, too, in their
Source: thenextweb.com/uk/
communicaEon. Beyond that, they have started to
provide complete business soluEons rather
Source: t‐mobile.nl Source: thenextweb.com/uk/
Source: mashable.com than single products or isolated services.
Source: tatasky.com Source: o2‐sony.de / blog.makeastartup.com
InnovaEon is sEll a safe way to success, especially in saturated
markets. Cross‐industrial partnerships such as the ones between
Tata and Sky in India or Sony and O2 in Germany bundle
knowledge and resources to give customers a truly holisEc
media and entertainment experience.
PARTNERSHIPS
17 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

17. DEVICES & APPS
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
18 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

18. DEVICES & APPS
LOCATION‐BASED
SERVICES
SOCIAL MEDIA PHONES
BECOME STANDARD
FEMTOCELLS / HD COICE
Not only the quality of the
network has room for
improvement – innovaEve
devices can contribute, too …
Sources: vodafone.co.uk
MOBILES AS SHOPPING
AND SELLING DEVICES
Source: Orange trials HD phone calls, Source:
telegraph.co.uk virginmobileusa.com
Source: BT to launch tablet computer to rival iPad, telegraph.co.uk Source: 1und1.de
TABLET
Mobile payment and mobile wallets are providing
PCS
customers with more convenience. Smartphones
can be turned into mobile credit card terminals
and empower small businesses.
Fixed line providers discover Tablet PCs as a new customer loyalty tool:
In Germany, 1&1 is heavily promoEng its “Smart‐Pad” as part of a double
play offer at no extra charge – 24 month minimum term. In the UK, BT
has also developed its own version of the iPad, to be sold in 2011.
19 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

19. CONFLICTING AREAS
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power
consumers in power
lack of creaEvity focus on
consumer power
(co‐creaEon) funcEonal
limits of
giffgaff
democraEzaEon responsibility values
“On the one hand, consumers have gained more power
of smartphones privacy is becoming a major issue
and freedom. On the other, their influence is open
restricted to a superficial level or limited by strict rules
that are established by powerful brands such as Apple
Apple as
or Facebook.” gatekeeper the downside of social media network
mobiles as
NINA REICKE, PARTNER I MUSIOL MUNZINGER SASSERATH
quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
processes partnerships
limits of technology
hot hot
democraEzaEon
social media phones
of technology
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
20 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

20. CONFLICTING AREAS
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power
consumers in power
lack of creaEvity focus on
consumer power
(co‐creaEon) funcEonal
limits of
giffgaff
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
hot hot
processes partnerships
social media phones
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
21 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

21. CONFLICTING AREAS
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power
consumers in power
lack of creaEvity focus on
consumer power
(co‐creaEon) funcEonal
limits of
giffgaff
democraEzaEon responsibility values
“There is a rapid movement of democraEzaEon of
of smartphones privacy is becoming a major issue
technology: Smartphones and other devices and
services become available for all customer segments all
Apple as
over the world. However, this development leads to
gatekeeper the downside of social media
data overload and network congesEon, which is a huge network
mobiles as
technological challenge for Telco Providers.” quality
shopping & social media 2.0
selling NINA REICKE, PARTNER I MUSIOL MUNZINGER SASSERATH hot
network congesEon
devices integraEon in business
processes partnerships
limits of technology
hot hot
democraEzaEon
social media phones
of technology
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
22 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

22. CONFLICTING AREAS
hot
tailored tariffs
more freedom for consumers
hot
hot
lack of meaning
consumers in power lack of creaEvity focus on
giffgaff (co‐creaEon) funcEonal
democraEzaEon responsibility values
of smartphones privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
processes partnerships
limits of technology
hot hot
democraEzaEon
social media phones
of technology
become standard long‐tail/niche targeEng
locaEon‐based femtocells /
hot improving the basics B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
23 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

23. CHALLENGES
hot
tailored tariffs
more freedom for consumers
hot
redefine customer
hot
consumers in power
become
lack of meaning
more funcEonal
consumers in power
focus on lack of creaEvity
consumer power
relaEonship (co‐creaEon)
limits of
giffgaff
meaningful
responsibility values
“Given these developments – the increase of consumer
democraEzaEon
of smartphones
be good
power and freedom and the democraEzaEon of
privacy is becoming a major issue
technology – Telco Companies find themselves in a kind of
idenEty vacuum. What do they stand for? How can they
Apple as
find meaningful posiEons that go beyond funcEonal
gatekeeper the downside of social media network
values such as prices and discounts? What can they
mobiles as quality
selling
social media 2.0
contribute to people’s lives and society?”
shopping &
NINA REICKE, PARTNER I MUSIOL MUNZINGER SASSERATH hot
network congesEon
devices integraEon in business
processes partnerships
limits of technology
hot hot
democraEzaEon
social media phones
of technology
be innovaEve
become standard long‐tail/niche targeEng
locaEon‐based improving the basics
femtocells /
hot
B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
24 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

24. CHALLENGES
hot
tailored tariffs
more freedom for consumers
hot
redefine customer
hot
consumers in power
become
lack of meaning
more funcEonal
consumers in power
focus on lack of creaEvity
consumer power
relaEonship (co‐creaEon)
limits of
giffgaff
democraEzaEon meaningful
responsibility values
of smartphones
be good
privacy is becoming a major issue
Apple as
gatekeeper the downside of social media network
mobiles as quality
shopping &
selling
social media 2.0 hot
network congesEon
devices integraEon in business
processes partnerships
limits of technology
hot hot
democraEzaEon
social media phones
of technology
be innovaEve
become standard long‐tail/niche targeEng
locaEon‐based improving the basics
femtocells /
hot
B‐to‐B
services & devices HD voice loyalty programmes business customers =
tablet PCs human beings hot
25 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

25. CHALLENGES “Does the brand have a bigger purpose? Does it champion something which is
relevant for me in my life? So that I can associate with the brand? Something
that takes it beyond the funcEonal qualiEes and creates a deeper meaning for
people in their life?”
become
more
meaningful
“Championing a cause to give the brands a
more human mission – that’s what amazed
me. Even in a Telco Conference, this became a
criEcal point. And I am very happy about that,
because brands are losing their mission.“
26 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

26. CHALLENGES
… by focussing in terms
become
of products (tariffs).
… by focussing in terms
more
of brand architecture.
Source: telekom.com Source: o2online.de
meaningful
… by perceiving (business) ... by delivering soluEons for ... by making products and achievements
customers as human beings. problems within society. tangible and “real” for customers.
Source: vodafone.com.tr Source: ideacellular.com/IDEA.portal Source: creaEe.nl/ Source: orange.pl
27 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

27. CHALLENGES
“They have to be good. They have to be good
corporate ciEzens and fulfil this responsibility with
things telecommunicaEons can do – this could be
educaEon, making people beter educated and
being a beter part of society. But it could also be
that they help with things that have a purpose;
things that have a cause and just supporEng with
the means of telecommunicaEon.”
be good
„It was very disappoinEng to see how few CSR
programmes there are. It would be good if Telco
providers were able to actually create something
tangible. Saying “here is what we are about as a
company. Are you (the consumer) that kind of
person? (...) then join us”. In the future I would like
to see more examples. What are they puZng back –
I think on a business side it would help them be more
tangible but community‐wise it would actually help
them mean something more to people.”
28 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

28. CHALLENGES
Source: hyves.nl/acEe/stanislav
… by taking responsibility for the dangers
of telecommunicaEon.
be good
… by acEng like a responsible corporate
ciEzen and doing something relevant.
Source: millionen‐fangen‐an.de Source: tatasky.com/
29 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

29. CHALLENGES
redefine customer
relaEonship
„Many Telco brands have found themselves
creaEng cynicism, distrust and disconnecEon
simply because they are not really doing things in
line with the consumers’ wishes. They are leading
the consumer rather than having the consumer
lead them. (...) Some brands allow consumers to
create their own packages and tariffs and I think
that’s a major trend (…) that we will see in
forthcoming years globally giving more power to
the consumers to dictate what it is that they want.“
„giffgaff – this example from the UK, where they
gave the total control of the brand to the customers
and it seems as if the customers where running the
brand. I find it a revoluEonary concept.“
30 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

30. CHALLENGES
… allowing them to tailor their
tariffs to their individual needs.
redefine customer
relaEonship
Source: base.de
… helping them to create
their own brand. … leveraging their creaEvity and involving
them in innovaEon processes.
Source: Giffgaff launches new markeEng campaign, mobiletoday.co.uk Source: contagiousmagazine.com Sources: 4010.com, spiegel.de
31 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

31. CHALLENGES
„People are never going to be saEsfied (…)
their demands are coming from influences
from across categories (...).
They don’t look for and seek benefits
exclusively from within the category,
because the influences are coming from
everywhere. (…) Thus, there is a need to
deliver fantasEc funcEonal qualiEes. (…)
You cannot let yourself down on those.
Those demands are only going to rise
more and more.”
be innovaEve
32 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

32. CHALLENGES
revoluEonary brand ideas
innovaEve business models
Source: speach.de
new tariff concepts Source: giffgaff.co.uk
invenEve soluEons
for given problems
interesEng
partnerships
Source: base.de
Source: cnet.com, unicor.com
innovaEve research concepts Source: o2‐sony.de
innovaEve hardware
be innovaEve
Source: spiegel.de, 4010.com Source: 1und1.de
33 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT

33. telcwho?
2010 TelecommunicaEon Trend Report
For more informaEon and the full
2010 TelecommunicaEon Trend Report please contact
Nina Reicke
nr@musiolmunzingersasserath.com
Musiol Munzinger Sasserath
Gesellschap für umsetzungsorienEerte Markenberatung
und Markenentwicklung mbH
Rosenstraße 18, D‐10178 Berlin
T +49 30.7790777‐82
F +49 30.7790777‐99
© by Musiol Munzinger Sasserath 2010 BERLIN TELCO SUMMIT

34. THE BERLIN TELCO SUMMIT
The Berlin Telco Summit is an iniEaEve of the Berlin‐based brand consultancy Musiol Munzinger
Sasserath in cooperaEon with Republic, a Milan‐based adverEsing agency, which is part of the
Publicis Network. It took place for the fourth Eme on the 15th and 16th of July 2010. It drew
together 19 communicaEon and brand strategist represenEng 16 markets such as Italy, Spain, UK,
Turkey, Germany, the Netherlands as well as Mexico, India, China, Singapore, Indonesia, Japan etc..
The idea of the summit is to connect and exchange the knowledge of experts within agencies of the
Publicis Network, as well as independent consultancies, who have substanEal experience in the
telecommunicaEons industry.
MUSIOL MUNZINGER SASSERATH
Musiol Munzinger Sasserath is a leading independent implementaEon‐oriented brand consultancy.
The company helps to develop sustainable value for their clients’ brands. Based on excepEonal
brand knowledge and brand management experEse Musiol Munzinger Sasserath collaborates with
companies to successfully manage their brands and to develop organisaEons. Musiol Munzinger
Sasserath’s business experEse covers automoEve/mobility, consumer goods, financial services,
retail, service industries, uEliEes, IT/telecommunicaEons, industrial goods and technology, media
and entertainment, pharmaceuEcals and health care.
35 © by Musiol Munzinger Sasserath
2010 BERLIN TELCO SUMMIT