Telco Branding for the Digital Age
2019.06.05   |   32 pages   |   Key Commercial Enablers

Author:
Jon Newman


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Key Infographic

Introduction

This report examines how telco brands need to evolve in the digital age.  What is Telco 2.0 in brand terms?  There are many different approaches and a wide range of levels of success.  In some cases, brand reinvention is based on aspirations or perception of the successes of digital players, rather than an accurate understanding of capabilities and what the market will accept.  The future viability of telcos as a market force (rather than just a connectivity provider) depends on getting it right.

 

Three i3

Companies: VEON, Telefónica, Singtel, KPN, Telia, Telstra,

Countries: Netherlands, Singapore, Spain, Sweden, Australia,

Keywords: customer centricity, Digital, telco, OTT, multi-brand, convergence, total cost of transaction, transformation, media, digital player, content, rebranding, brand, brand value,

1

Overview

1

1.1

Key Infographic

1

1.2

Introduction

1

1.3

Three i3

1

2

Background and Content

2

2.1

Background to the Report

2

2.2

Report Content

2

2.3

Currency and Conversions

3

2.4

Further Questions and Feedback

3

3

Brand Issues for Telcos

4

3.1

Historical Brand benefits

4

3.2

The Emergence of Digital Brands

6

3.3

Changing Dynamics in Digital Markets

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3.4

Brand Choices for Telcos

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4

Selected Case Examples

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4.1

VEON – Telco to Global Tech Business

11

4.1.1

Summary

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4.1.2

Background

11

4.1.3

VEON’s Rebranding Exercise

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4.1.4

Results of Digital Transformation and Rebranding

14

4.2

Singtel Digital Transformation

15

4.2.1

Summary

15

4.2.2

Background and Digital Business Development

15

4.2.3

Costs and Benefits of Transformation

18

4.2.4

Results of Transformation

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4.3

KPN Transformation from Multi-brand

20

4.3.1

Summary

20

4.3.2

KPN’s Multi-brand Journey

21

4.3.3

Financial Context

24

4.4

Other Players’ Brand Transformations

25

4.4.1

Telefónica Launches O2 in Spain

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4.4.2

Telia       .

26

4.4.3

Telstra     .

27

5

Findings and Conclusions

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6

Recommendations

32

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