telco trend report 2009
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2009BERLINTELCOSUMMIT2009BERLINTELCOSUMMIT
PowerShi*
2009Telecommunica5onTrendReport Summary
BETA
2009BERLINTELCOSUMMIT
Poweris shi*ing,associalmediaandmobilecommunica5on merge.
2009BERLINTELCOSUMMIT
Agentofsocialchange
Alarmingchangesinbehaviour
Web2.0=threattoevil
Web2.0+telcorelieveimpactofchanges
Telcobrandsarenotloved
Telcobrandsarenottrusted
Wrongself‐imageandconcept
Bigego
Peopletalktopeople,notbrands
Telcobrands≠friends
LiClemasteryofWeb2.0
Financialcrisis=liLleimpact
(1.Telecommunica/on&Society)
(2.Telecommunica/onProviders&People)
(3.Telecommunica/onProviders&Web2.0)
(5.TheiPhone)Isnotsuccessfuleverywhere
Isincredible&successful
Isover‐es5matedToomanybarriers
Loyaltyprogrammeswillcome
(4.Telecommunica/onProviders&theirBusiness)MobileMarkePngwill
breakthroughFamilyisthenewtargetgroup
BlackBerryisthesmartersmartphone
Nokiaisincredibleinunderstandingemergingmarkets
Applica5onsbasedongeographic
posi5on
(6.Hotdevices,brands&
applica/ons)
hot
HTC
hot
hot
hot
hot
hot
hot
hot
hot
Trends&Observa5ons
2009BERLINTELCOSUMMIT
1.TelecommunicaPon&Society
Agentofsocialchange
Alarmingchangesinbehaviour
Web2.0=threattoevil
Web2.0+telcorelieveimpactofchanges
Thewebandsocialmediaplayedanimportantroleduringthisyear’sprotestsfollowingtheelecPonsinIran.Thisculminatedinthebroadcastofthesocalled“Neda‐Video”,showingayoungprotestorbeingshot.ThefilmwasfirstdistributedviaFacebookandTwiLer.
60%ofBlackBerryownersinAsiachecktheire‐mailsinbed.
Formigrantworkers,mobilesaren’tjustphones.Theythumbthroughtheimagestoremembertheirlovedonesormomentswhentheyweren’tstressedout,it’stheirmusicplayer,it’samul5‐purposeentertainmentsystem.
Image:KenBanks,kiwanja.net
InIndia,10millionphoneconnec5onsaresoldeverymonth.Thatis14,000everyhour.MobilephonesinIndiaareagreatweaponto‘uncaste’thecountryastheyareliterallyforeverybody–irrespecPveofage,gender,culturalbackground,wealth,incomeorhierarchicalposiPon.
„Theyempoweredwomen,empoweredfarmers,empoweredbluecollared,helpedpeopletobecomeopenandexpressive.“SubbuSubramanyeswar,HeadofPlanning,PublicisAmbience,Mumbai
2009BERLINTELCOSUMMIT
2.TelecommunicaPonProviders&People
Source:MusiolMunzingerSasserath,TrustinTimesofCrisis,2008,n=1000
Pleaseindicate,howmuchyoutrustrepresentaPvesofthefollowingindustries.Onascalefrom1to5:1=verymuch,5=notatall
Telcobrandsarenottrusted
Source:hLp://www.brandtags.net/
Telcobrandsarenotloved
Wrongself‐imageandconcept
Bigego
MosttelecommunicaPoncompaniesareneitherliked,nortrusted.However,insteadofaddressingthisproblem,theyaretryingtomakefriendsonfacebook.
2009BERLINTELCOSUMMIT
3.TelecommunicaPonProviders&Web2.0
Peopletalktopeople,notbrands
Telcobrands≠friends
LiClemasteryofWeb2.0
InGermany,Vodafone’sspectacularWeb2.0relaunchcampaignwasheavilycriPcized,notonlybythewholeadverPsing,markePngandinternetindustry.
InSwitzerland,sameproblemwiththeOrangeMessenger:Only1.300downloadsinthepast6months.
InSpain,Telefonicainvestedheavilyinitsownsocialnetwork“keteke”–only30.000membershavejoinedsofar(comparedto5milliononFacebook).
2009BERLINTELCOSUMMIT
4.TelecommunicaPonProviders&theirBusiness
Loyaltyprogrammeswillcome
MobileMarkePngwillbreakthroughFamilyisthenewtargetgroup
Talk&fly:inSpain,foreveryEurospentoncallsandmessagespepephonecustomersarecreditedwithoneEurotobeusedonAirEuropefFlights.
InItaly,theoilandfuelcompanyERGsellsSIMcardsthatcanbeusedbothformakingcallsandrefuelling.Spendingacertainamountoncallsgivesyoucredittorefuelandviceversa.
DeutscheTelekomoffersaflatrateforfamilies.
geWngsisanewservicebyGermanmobilephoneproviderE‐plus.Customersreceivefreeminutes,textmessagesormoneyinreturnforsubscribingtomobileads.
VodafoneMyCampaignofferscost‐effecPvelocalmobilecampaignsforsmallandmediumsizedcompanies.
IntheU.S.,VerizonHubturnsyourhomeintoavirtualcommunicaPoncentre.WiththeHubyoucancommunicatewithyourfamilyandmanageday‐to‐dayacPviPes,allfromoneconvenientdevice.
TosupportthelaunchofthreefamilyproductsintheUK,O2hiredaformerjournalisttoblogabouthowtechnologyishelpingherlifeasabusymum.
2009BERLINTELCOSUMMIT
5.TheiPhone
Isnotsuccessfuleverywhere
Isincredible&successful
Isover‐es5mated
Toomanybarriers
ThoughitalreadyhasbeencopiedmanyPmes,theAppstoreissPllthebestplaceforapplica5onsandservicesformobiledevices.
TheiPhoneopenedanewbusinesscategory.Mostotherbrandsaretryingtocopy–mostofthemhaven’tcreatedanybuzzyet.
Inmanycountries,thereisonlyoneproviderwhichexclusivelyofferstheiPhoneforcontractcustomers.
InJapan,theiPhoneissellingpoorlyforvariousreasons:highmonthlydataplansthatgowithit,itsabsenceoffeatures,thelow‐qualitycamera,theunfashionabledesign,thelackofakeyboardforeasytexPngandthefactthatit’snotJapanese.
2009BERLINTELCOSUMMIT
6.Hotdevices,brands&applicaPons
BlackBerryisthesmartersmartphone
Nokiaisincredibleinunderstandingemergingmarkets
Applica5onsbasedongeographicposi5on
HTC
NokiaLifeTools:arangeofinnovaPveagri‐culturalinformaPonandeducaPonservicesdesignedespeciallyforruralandsmalltowncommuniPesinemergingmarkets.
„In2002,NokiaunveiledastrategytolowerthecostofowningandoperaPngamobilephoneandtobringthebenefitsofmobiletelephonytopeopleinemergingmarkets.“RobertAndersson,ExecuPveVicePresident,Devices,Nokia.
„Butforthefirsthalfofthisyear,BlackBerryCurveoutsoldtheiPhone,makingitthebestsellingconsumersmartphoneintheU.S.“Fortune
Inthelastthreeyears,RIM’smarketshareinsmartphonesgrewfrom7%to20%.)ResearchinMoPonhad77%averagesalesgrowthoverthelastthreeyears.Source:hLp://www.cnbc.com/id/32447065
HTCcametoUKviaVodafone,posiPoningitselfasanextgeneraPon,progressivehandsetdeveloper,firmlyatthesmartphoneendofthemarket.
U.S.VerizonWireless–ChaperoneLoca5onService:allowsuserstolocatetheirfamilymember’sChaperoneChildphonefromtheirChaperoneParentphoneortheChaperoneWebsite‐inrealPme,atanyPme.
2009BERLINTELCOSUMMIT
(5.TheiPhone)Isnotsuccessfuleverywhere
Isover‐es5matedToomanybarriers
BlackBerryisthesmartersmartphone
Nokiaisincredibleinunderstandingemergingmarkets
Applica5onsbasedongeographic
posi5on
(6.Hotdevices,brands&
applica/ons)
hot
hot
hot
Peopletalktopeople,notbrands
Telcobrands≠friends
LiClemasteryofWeb2.0
(3.Telecommunica/onProviders&Web2.0)
hot
Telcobrandsarenotloved
Telcobrandsarenottrusted
Wrongself‐imageandconcept
Bigego
(2.Telecommunica/onProviders&People)
hot
hot
Agentofsocialchange
Alarmingchangesinbehaviour
Web2.0=threattoevil
Web2.0+telcorelieveimpactofchanges
hot
hot
hot
(1.Telecommunica/on&Society)
HTC
Loyaltyprogrammeswillcome
(4.Telecommunica/onProviders&theirBusiness)MobileMarkePngwill
breakthroughFamilyisthenewtargetgroup
Financialcrisis=liLleimpact
“Recentresearchshowedthatwhentheincomeisdecreasing,thebroadbandinternetconnecPonisthelastthingpeoplegiveup.“Anne‐MariedenHertog,arcLeoBurneL,Amsterdam
„TelecommunicaPonhasbecomeabasicneedandthereforeisrelaPvelyuntouchedbythefinancialcrisis.“GertjanHaramp,Publicis,Amsterdam
ThefinancialcrisisdoesnothaveamajorimpactonthetelecommunicaPonindustry,butmayhaveincreasedthetendencytocompeteonprice.
„Price,price,price...Telcoshavelosttheopportunitytobuildontrust/love/empathy,nowit'sbacktomoneyasdisposableincomeofindividualskeepsdecreasing.“TomasNavarro,PublicisDialog,Madrid„Adesperateeffortontelcocompaniesto
gainshareviaprice,free...,morethan...,willgiveyou....etc..“Juan‐CarlosTapiaPublicis,MexicoCity
TelecommunicaPonisabasicnecessity,thereforethelastthingpeoplecutback.
However,thecrisisleadtoanincreaseinpricecompe55on.
2009BERLINTELCOSUMMIT
Understandingpeople
ImproveCustomer‐Centricity
Understandingculture
Improveproducts,notjustimage
Moreinnova5onatPOS
Moreinnova5oninfixedline
Mobilepayment
Beingahelperandenabler,notafriend
hot
hot
hot
(1.WhatcanTelcosimprovein?)
(2.Howdotheyneedtochange?)Understanding
Web2.0
ChallengesfortheTelecommunica5onIndustry
2009BERLINTELCOSUMMIT
1.WhatcanTelcosimprovein?
ImproveCustomer‐Centricity
Improveproducts,notjustimage
Moreinnova5onatPOS
Moreinnova5oninfixedline
Mobilepayment
„Ourrobotshavere5red.Whenyouspeaktous,youspeaktorealpeople.“O2respondstooneofthemostfrustraPngcustomerexperiences–youcannotgetholdofarealpersonwhenyoucalltheserviceline.
ThenewtarifflaunchedinGermanyisamixtureofapayasyougotariffwhichautomaPcallyturnsintoaflatrateonceacertainamounthasbeenspent(60€–thoughlimitedtonaPonalcalls).
EmbracingVoIPlike3.
2009BERLINTELCOSUMMIT
2.Howdotheyneedtochange?
UnderstandingpeopleUnderstandingculture
Beingahelperandenabler,notafriend
UnderstandingWeb2.0
DormitoryIdolwasasingingcontestandoneofaseriesofmarkePngacPviPesstagedbySingtelinSingaporedirectedatforeignworkers.
FollowingtheearthquakesinSichuanon12thMay,2008,China’smajormobilephoneserviceproviders,ChinaMobileandChinaUnicom,setupspecialbonusplansfortheaffectedareasandautomaPcallyaddedcredittoanyoneaffectedpersonally.
400dancersinLiverpoolstreetSta5on.13,500singingkaraokeinTrafalgarSquare.TheT‐MobileYouTubeChannelistheUK’ssecondmostsubscribed‐tochannelever.
HimobilelaunchedacampaignviaHyves,theDutchequivalenttofacebook,topromotestayingintouchwithyourfriendsviaSMSregularlyandavoidbecominga“youknowwho”‐Someoneyouknow,butdonotrememberthenameof.
2009BERLINTELCOSUMMIT
Power Shi*
FormoreinformaPonandthefull2009TelecommunicaPonTrendReportpleasecontact
NinaDalynd@musiolmunzingersasserath.com
MUSIOLMUNZINGERSASSERATHGesellschaxfürumsetzungsorienPerteMarkenberatungundMarkenentwicklungmbH
Rosenstraße18,D‐10178Berlin
T+4930.7790777‐82F+4930.7790777‐99
BETA
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