The TrendLab Telco Report 2013/14 is about a major development in the telco industry, and a huge opportunity in terms of innovation for telco companies, we call it “Liberation”. The report is centred around three core consumer benefits that derive from that “Liberation”: EASE, JOY & POWER. EASE will be about a ‘new era of contracts and tariffs’, ‘enriched’ access, and the mobility of services across geographical and technological borders. JOY will be about ‘experiencing’ the net (4G/ fiber), about ‘unlimited’ entertainment through content partnerships and content- related branding strategies, and new credit and currency systems created by telco companies. POWER will be about the empowerment of people and businesses through knowledge, technology, influence and reach. Within each of these three chapters, the report will feature innovative tariffs, products and services, new patterns in communications and advertising, interesting organisational changes, promising partnerships with players from different industries and incubation programmes. BACKGROUND The net is more important for our everyday lives than ever before and the demand for services across devices, manufacturers and industries is growing rapidly. The urge for freedom by consumers is opposed to the need of monetization by telco companies: people increasingly want to use the net and digital services, however, they are not willing to get locked into proprietary systems and contracts. There is a historical chance for Telco companies to regain relevance and strength: Thanks to their access to millions of people, their technological expertise and most of all their independence as providers of infrastructure (rather than technology or devices), they are predestined for pushing the development of a new, open (!) ecosystem of digital services. Those brands who succeed in delivering services and products that make peoples’ lives easier, more enjoyable and beyond that help them realize their dreams, will grow sustainably and will matter in the digital world of tomorrow.

2. 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, April 2014
TEASER

3. 3
From Liberalization to
LIBERATION!

4. 4
Australia
Canada
China
France
Germany
India
Indonesia
Ireland
Kenya
Netherlands
New Zealand
48
Ampya
Apple
AT&T
Avea/Woops
Barthi Airtel
Base
Bliep
Boost Mobile
EE
Fairphone
Firefox
Free
Fon
Fonic
Fyve
GiffGaff
Google
Guardian
Huawei
Internux
Kreon Mobile
Lenovo
Microsoft
Movistar Spain
O2
Ono
Optus
Orange
Pro Sieben Smart
Republic Wireless
Rogers Canada
Samsung
Sainsbury´s
SFR
Singtel
SK Telecom
Sprint
MARKETS BRANDS
Peru
Singapore
South Africa
South Korea
Spain
Switzerland
Turkey
U.S.
UK
Starhub
Swisscom
Telekom/T-Mobile
Telefónica
Telstra
Tesco
Three
TPO
Turkcell
T World
Vine
Verizon
Virgin Mobile
Viva Movil
Vodafone
Wikipedia
Yourfone
Ziggo
ZTE
SCOPE OF
ANALYSIS

5. 5
“The digital revolution has created
an ecosystem whose current
status quo has resulted in a
decline in the freedom of choice of
our customers who are locked into
closed ecosystems whilst new non-
regulated dominant positions have
emerged, which is not good neither
for customers nor the developers
or for the sustainable development
of the industry.”
CÉSAR ALIERTA
Chief Executive Officer Telefónica
economiaweb.it

6. 6
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

7. 7
LIBERATION!
JOY
EASE POWER

8. 8
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

9. 9
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

10. 10
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

11. 11
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

12. 12
“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

13. 13
EASEPOST-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.comizwilson.me/my-work
facebook.com/TMobile

14. 14
EASEPOST-CONTRACTISM
o2.co.uk/refreshdigitaltrends.com, http://news.cnet.com
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.
trak.in
youtube.com/user/yesoptus, facebook.com/yes.optus.eastwood

15. 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

16. 16
Access+
Telecommunication companies have been further developing their core product
‘connecting people’ through their networks, making it more people-centric and need-
based: From providing advanced access that is easier to understand, more convenient,
reliable and secure to entering new territories like commerce, payment, fashion, and
sustainability, expanding their eco-system around telecommunications.
EASE

17. 17
EASEACCESS+
getviva.com, adage.com
rogers.com
vodafone.de
swisscom.ch
optus.com.au
Tariff design: In mature markets, digitalization opens the door for new
value added services that can help (premium) telcos to push higher rates.
Mobile apps: Quick customer
service and insight into account
statuses increase consumer
control, especially abroad.
Retail: By tailoring distribution
channels to the specific needs of
(ethnic) consumer groups, telcos can
unlock new business opportunities.
orange.ch
Personal service: In a world of
technological complexity, the
demand for services that provide
(personal) assistance is increasing.

18. 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

19. 19
Mobilitization
As mobile devices and services cross geographical, industrial and technological borders,
they become truly mobile, increasing consumer flexibility and freedom.
On the other hand, actual mobility (cars, planes …) is merging with telecommunications,
opening up a whole new world of services and products.
EASE

20. 20
EASEMOBILITIZATION
Telekom.de
openautoalliance.net
blog.digital.telefonica.com, telesemana.com
blog.gadgethelpline.com, blog.three.co.uktheverge.com
att.com,
Flexibility across devices:
Data volumes and media
content become mobile …
Roaming: Using mobile devices
across geographical boarders is
getting safer, cheaper and faster.
Automotives: LTE technologies, app stores, open operating
systems … cars are literally being turned into giant smartphones.
… and with TU Go by Telefónica,
even calls, texts and voicemail
become accessible across devices.

21. 21
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

22. 22
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

23. 23
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 lead to a point
where people do not listen to telcos anymore. 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

24. 24
NET EXPERIENCE: FROM BLAH-BLAH TO TA-DAH! JOY
Liberating technologies: In mature markets, WiFi
innovations enable new consumption models …
… in emerging markets,
circumstances call for
whole new approaches.
Communications: Telcos face the challenge to
make people both understand AND experience.
facebook.com/ee, ee.co.uk, crave.cnet.co.uk
twitter.com/BigGigAustin, cnet.com bloomberg.com,
wantedinrome.com
republicwireless.com
telekom.de
brck.com, google.com/loon
horizont.net, thetutuproject.com
Network havens: By claiming spaces and
turning them into network havens, telcos
have found a way to really deliver.

25. 25
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

26. 26
“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

27. 27
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 communications. 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

28. 28
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.deyoutube.com/user/samsungmobileusa
youtube.com/user/three, thefwa.com, wklondon.com

29. 29
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

30. 30
“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

31. 31
CREDIT UNLOCKED JOY
bell.ca
shop.ee.co.uk
verizonwireless.com
phoneshopbysainsburys.co.uk
adsoftheworld.com kampanyaburda.com
asia.cnet.com, techinasia.com, facebook.com/Kreon.Mobile.Official
Shared plans: Families, friends and
companies are now allowed to share
their data, plans and bills.
Gamification and
reward schemes
based on unlocked
credit are already
being tested by
innovative players.
Retail: By turning phone credit
into a universal currency for
shopping, telcos create a
whole new loyalty system.

32. 32
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 where every single activity pays off.
JOY

33. 33
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

34. 34
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

35. 35
DIY-ment.
How does empowerment really work? How does empowerment have an 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
foremost inspiration for people to do things themselves that used to be the business of big
corporations only. DIY-ment is giving them a voice, 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

36. 36
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

37. 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

38. 38
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

39. 39
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

40. 40
EMPOWERMENT THE MARGINS POWERPOWER
google.com/entrepreneurs
theathenanetwork.com.so
SMUs: New platforms provide
small businesses with information,
software and networking
opportunities.
Women: Many startup
initiatives focus on women,
supporting them with
networking opportunities,
knowledge and money.
Access: Telcos use their
infrastructure to facilitate the
accessibility of knowledge –
sometimes at practically no cost.
mybusiness.singtel.com masquenegocio.com
wikimediafoundation.org
turkcell.com.tr

41. 41
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

42. 42
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

43. 43
DESTINATION EMPOWERMENT POWER
telefonica.com, wayra.org, prepaidmvno.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.
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.
justcurious.co.za, www.facebook.com/bransoncentre

44. 44
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 …

45. 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
Tbd.
CREDIT
UNLOCKED
Towards a universal currency
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:

46. 46
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
Tbd.
CREDIT
UNLOCKED
Towards a universal currency
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

47. 47
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
Tbd.
CREDIT
UNLOCKED
Towards a universal currency
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

48. 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
Tbd.
CREDIT
UNLOCKED
Towards a universal currency
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
POWER: TRANSFORM
rethink your organization to be able to
empower and benefit from others
JOY: FIND PARTNERS
create relevant and valuable content

49. 49
Australia
Canada
China
France
Germany
India
Indonesia
Ireland
Kenya
Netherlands
New Zealand
48
Ampya
Apple
AT&T
Avea/Woops
Barthi Airtel
Base
Bliep
Boost Mobile
EE
Fairphone
Firefox
Free
Fon
Fonic
Fyve
GiffGaff
Google
Guardian
Huawei
Internux
Kreon Mobile
Lenovo
Microsoft
Movistar Spain
O2
Ono
Optus
Orange
Pro Sieben Smart
Republic Wireless
Rogers Canada
Samsung
Sainsbury´s
SFR
Singtel
SK Telecom
Sprint
MARKETS BRANDS
Peru
Singapore
South Africa
South Korea
Spain
Switzerland
Turkey
U.S.
UK
Starhub
Swisscom
Telekom/T-Mobile
Telefónica
Telstra
Tesco
Three
TPO
Turkcell
T World
Vine
Verizon
Virgin Mobile
Viva Movil
Vodafone
Wikipedia
Yourfone
Ziggo
ZTE
For the full 160 slide report please contact
Anita Lotterschmid
al@sasserathmunzingerplus.com
Adam Domanski
ad@sasserathmunzingerplus.com

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