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,
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1 |
Overview |
1 |
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1.1 |
Key Infographic |
1 |
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1.2 |
Introduction |
1 |
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1.3 |
Three i3 |
1 |
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2 |
Background and Content |
2 |
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2.1 |
Background to the Report |
2 |
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2.2 |
Report Content |
2 |
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2.3 |
Currency and Conversions |
3 |
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2.4 |
Further Questions and Feedback |
3 |
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3 |
Brand Issues for Telcos |
4 |
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3.1 |
Historical Brand benefits |
4 |
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3.2 |
The Emergence of Digital Brands |
6 |
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3.3 |
Changing Dynamics in Digital Markets |
7 |
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3.4 |
Brand Choices for Telcos |
8 |
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4 |
Selected Case Examples |
11 |
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4.1 |
VEON – Telco to Global Tech Business |
11 |
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4.1.1 |
Summary |
11 |
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4.1.2 |
Background |
11 |
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4.1.3 |
VEON’s Rebranding Exercise |
12 |
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4.1.4 |
Results of Digital Transformation and Rebranding |
14 |
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4.2 |
Singtel Digital Transformation |
15 |
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4.2.1 |
Summary |
15 |
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4.2.2 |
Background and Digital Business Development |
15 |
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4.2.3 |
Costs and Benefits of Transformation |
18 |
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4.2.4 |
Results of Transformation |
19 |
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4.3 |
KPN Transformation from Multi-brand |
20 |
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4.3.1 |
Summary |
20 |
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4.3.2 |
KPN’s Multi-brand Journey |
21 |
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4.3.3 |
Financial Context |
24 |
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4.4 |
Other Players’ Brand Transformations |
25 |
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4.4.1 |
Telefónica Launches O2 in Spain |
25 |
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4.4.2 |
Telia . |
26 |
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4.4.3 |
Telstra . |
27 |
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5 |
Findings and Conclusions |
30 |
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6 |
Recommendations |
32 |
