2016-04-CI-Transformation-cross-border-Nauheim

DEUTSCHETELEKOM Europe &Technology
CREATING CI ACROSS BORDERS & FUNCTIONS
Christina Sterenborg ; Bad Nauheim, April 2016

ICI, 2016Christina Sterenborg Deutsche Telekom AG 2
Content
2
operating ecosystem
SI@Strategy EU today– turning
into a transformation
catalyst
DTAG – Who are we

33
We are a leading player in Europe
CUSTOMERS & MARKETS Facts & figures
Financials
 Revenue €69.2bn
 Adjusted EBITDA
€19.9bn
 Free cash flow EUR 4.5bn
 Market Cap: EUR 70bn
Employees & responsibility
 Employees worldwide:
225,000
 Pioneer in issues affecting
society (climate protection,
data protection, diversity,
etc.)
Customers
 >156mn mobile
customers
 >29mn fixed network
connections
>18mn broadband
connections
 Approx. 6.6mn TV
customers
 Some 1.6mn workplaces
managed
Markets
 Present in 50 countries;
12 European countries
 In Germany, Europe and
the U.S. with own network
infrastructure
 T-Systems:
Global presence & global
connections through
partners
Source: DTAG Annual Report 2015

4
Board Are Europe & Technology is steering 12
National companies
ICI, 2016Christina Sterenborg Deutsche Telekom AG

Content
5
operating ecosystem
catalyst
DTAG – Who are we

the industry - Telcos are transformers and
being transformed
Connected
Car
Robotics Cloud 5G
Internet
Players
Internet of
Things
Smart Home/
Smart city
Virtual
Reality
ASSET-HEAVY NETWORK
INVEST
USAGE-BASED
MONETIZATION
TRANSPORT AND
PROTECTIONOF USER
DATA
SCALE FOR
UTILIZATION
PREMIUM
SERVICE
5
4 1
23
Open
platforms
Interoperable
standards
Regulated
market

The era of hypocompetition has started some
time ago
7
Owned
network
Access enabling
hard-ware/
SIM-card
Services
(communication,
TV, …)
Device
distribution
Billing &
contractual
relationship
Sales & service
channels
Customer relationships dominated
through app and content stores,
payment solutions and online service
Telco service
substitution
Infrastructure projects Virtualized access
through eSIM
Retailization of
device distribution
enforced by eSIM
Integrated and
simple offers
Seamless connectivity in
fixed and mobile
State-of-the-art
devices
Strategic terminal
management
Hybrid
Reliable and secure
service
Digital and omni-
channel service
Security

Content
8
catalyst
DTAG – Who are we
operating ecosystem

9
Let’s check our DNA Across europe
 T-Mobile International – 5 fully aligned mobile country
operations meet independent strong incumbent
operators
Where Do We come from…
 “One company” broadened our community
 12 European NatCos are part of the community
 scope of cooperation was expanded from
touchpoints to virtual cooperation on an ongoing
basis with a much broader spectrum of topics
… Where Are We toDAy

10
SI key products 2014
Source: SI
Newsletter
• Offering a selection of key industry developments
beyond DT footprint related to key DT projects
Deep-Dives
• Deep dive on relevant
industry events (partnering,
innovation, M&A)
Peer Analytics & Predictions
• Short briefings, blogs on
multi-country peer activities
potentially impacting DT
Country profiles
• Scouting for early warning
signs of adjacent players
attacking Telco value chain
Quarterly Market Report
• Blogs/ Intranet posts of
recent news and relevant
developments

Cimi.con Berlin, June 2014Christina Sterenborg / Alexander Jung, Deutsche Telekom AG 11
MINERVA is the intelligence brand
sharing & Community
ARCHIVE Automaticalerts
ANALYSIS
concept tracking
evaluation/ ranking

12
open dialog with NatCos & functions
PROJECTSTRANSPARANCY–
CREATEEfficiencies
“Cross-countrypainpoints”
COMMONTOOLS
Minerva
EVOLVEFROMHIND
SIGHTTO FORWARD
LOOKINGINSIGHTS
“TRENDSPOTTING”
ThinkTank/Analyst
Workshops
STRATEGICINTELLIGENCE CC
forOutside-Inknow-how
Annualconference/quarterly
callsup-to-datemethods

Tools - Predictive analytics is the aspiration
07.04.2016 13
Minerva is able to show topic related information across sources

It is a win-win situation for employees and DT
Community building has two main advantages
14
eductional
 strengthen outside-in perspective
 allow for different opinions
 create forward looking thinking
 spur cross-industry dialogue
 enhance cooperation with leading
industry analysts and academia
 update expert know-how on tools
and methods
networking
 build trust
 enhance dialog
 create transparency on projects
 initiate job exchange / rotation

15
transformation is visible
40% 45%
2012 2016
Community Building/Collaboration
30%
Tools
40%
Projects
30%
Analysis
45%
Formatting reports
10%
Manual Research
45%

Core beliefs – our contribution to create the
leading european telco
Cross-Functional
Collaboration – get
involved
Smart tools require
smart people – create
your network of
supporters
Cross-Country
Collaboration –
take it personal &
serious

BACKUP

18
ongoing TRANSFORMation …
pooling OF know how AND EXPERIENCE on demand
Virtualteam / event
driven /CI experts
TDG Market
Intelligence
Group Strategy &
Transformation
ZMD Strategy
P&I Market
Intelligence
T-Venture
Hubraum
Detecon
VV
ThinkTank
BD CTIO
TSI
Innovation
Telekom IT
12 x NatCo
Strategy
EU Market
Intelligence
Germany T-Systems
Corporate
Strategy
Europe
TSI Strategy
Strategy
Germany
Product & Innov.
Strategy

hypercompetition requires a superagile CI
PL
NL
CZ
AT
SK
HU
RO
GR
AL
HR
ME
MK

scope 2016
 Market Planning – provide a solid forecast of
the development in our markets
 Benchmarking – CW / Flashes
 Functional strategy development – develop
functional & regional strategies
 Strategic Intelligence – create high quality
outside-In view to enable decision making
based on “Intelligence”
 Tools – MINERVA & know.it
 Community building: Conferences, Calls &
Think Tank, Analyst Relations (Outside-
In/Inside-Out)
20
Analyst
Relations
Intelligence &
Benchmark
Community
building
Strategy development
/ reviews / M&A

MINERVA & know.it Vision: Merge internal & external
Intelligence
 On demand access to intelligence
library
 Empower people by democratize
information access
 Accelerate project initiation
07.04.2016 21
 
 Improve quality of decision making
with “intelligence” and analytics
 Accelerate integration of new talents
 Monitor DT perception in the
ecosystem

2015 – Set up 2016 – Integration of Analytics 2017 – Vision
Build A „smArt compANy“
across ALL countries
ongoing  lack of budget & executive advocats

agreement of strategy community

think tank concept is a key element to increase
visibility of
Executive Think Tank
Minerva Think Tank
STE Think Tank
 Audience:
 STE only
 Topics:
 Internal topic discussions,
potential future projects, work
optimization
 Frequency:
 1-3/month
 Audience:
 EU Strat. Community (WebEx) +
functional Strat. Dep. (e.g. CME,
GTN, GI) + optional: GST & TDG
Strategy
 Topics:
 Top Industry Trends, Innovation &
Technology Topics, Industry
Developments/Shifts (e.g. FMC,
Consolidation, 5G, Big Data,
Regulation, SDN)
 Frequency:
 1/month to 1/quarter
 Audience:
 Top Executives (BM + SVPs +
VPs)
 Topics:
 Top Industry Trends,
Innovation & Technology
Topics, Industry
Developments
 Frequency:
 up to 2/year

CONTENT IS STRUCTURED ACCORDING TO WORKFLOWS

AUTOMATIC TAG CLOUDS ARE MIXED WITH SPECIAL
CURRENT TOPICAL QUESTIONS

CLUSTERING AND STRUCTURING OF EXTERNAL AND
INTERNAL INFORMATION IS KEY

What can you do – Let‘s unLeash our fuLL potentiaL as
european Player!
Full understanding of our technology and capabilities
Full understanding of our customers
Translation into the right products
Translation into the best customer experience
Disciplined collaboration – cross-countries, Functions
and between local units incl. Head Office

27
MI Europe Product & Service Portfolio.
Contact: christina.sterenborg@telekom.de or nadine.dresen@telekom.de
Wiki: https://wiki.telekom.de/display/OW/Market+Intelligence+Europe+-+Product+Portfolio
 e.g. Consumer Electronic Show, Mobile
World Congress, Cebit etc.
 Event driven identification & evaluation
of significant trends, impacting the DT
business model
 Overview on 13 European DT footprint
countries (market sizing fixed & mobile,
competitor position/strategy, regulation)
 Competitor profiles analyzing strategic and
operational differentiation factors
 Weekly newsletter on competitors and
industry related developments
 Includes news on every European DT
footprint country; covers device, TV, OTT
news; summarizes analyst research
 Quantitative and qualitative analysis of
quarterly sector & NatCo performance
 Includes key market developments;
market share calculations; industry
trend analysis and competitor analysis
 Research/analysis support for
NatCos and Functions (e.g. Fixed Fair Use
Policy; Mobile-Only Player Strategies)
 Case studies on key developments (e.g.
Greek Vodafone-Wind Hellas Deal)
 e.g. Analyst Days, Cross-NatCo
Workshops, Webinars
 Aim is to speed up cross NatCo know-
how exchange, enable synergies and
best practice exchange
 Database with operational and financial
KPIs incl. historical (since 2008) and
forecasted figures (until 2016) for DTAG
footprint markets & main competitors
Competition & Industry Newsletter
Quarterly Market Review Know-How Exchange Events
On-Demand Projects/Topical Deep Dives
Country Overviews & Company Profiles Industry Event Reviews
Joint Market Model
 Analyst relations and portfolio
Management
 Research screening and proactive
information demand management
 NatCo dialogue via Wiki and Sitescape
Knowledge Management

THE RIGHT RESPONSE TOWARDS OTT PLAYERS IS A
BALANCING ACT.
Cooperative role of OTT in strategy
 OTT players are seen as partners to offer products
and services to DT customers
 OTTs bring quick innovation and large scale to the
table. Hence, DT customers profit from these
services that also drive up data usage
 DT can offer OTT players extensive network access
(fixed, mobile), customer base and quality of service
Source: DT strategy presentation
Competitive role of OTT in strategy
 OTT players are seen as competitors as far as the
customer relationship is concerned
 DT will not solely own the customer – it has to allow
multiple customer relationships but fight to keep its own
 DT’s strategic aim is not to be reduced to access
relationship, risking to move to “dumb pipe” scenario
Shortage
INFRASTRUCTURE
CAPACITY AND BANDWIDTH
Excess
with otherswith telco
CUSTOMER
RELATIONSHIPToday
INTEGRATED
TELCOPROVIDER
!
“DUMB PIPE”

29
Key Tool – telekom social network was set up in
2012 now has 593 followers in total
Blogging is most appreciated
• Industry events, innovative services, topical deep dives
• all products are published
• currently 65k users globally
• SI has a total of 593 colleagues

30
AUTOMATIC TAG CLOUDS ARE MIXED WITH SPECIAL
CURRENT TOPICAL QUESTIONS

31
CLUSTERING AND STRUCTURING OF EXTERNAL AND
INTERNAL INFORMATION IS KEY

32
THE CHANGE WILL CONTINUE – WE NEED TO BE
PREPARED
SI@EU
 Smart tools will be key to sustain in a speedy environment
 Information will penetrate the organization from everywhere – “Cleaning up the noise”
will be a core task for experienced knowledge workers
 Cross-border collaboration beyond organisational units are the basis for smart and
forward looking analysis

4/7/201633
cI & mI process Are stILL vALID but…
Channel insights to decision makers and customers
– Strictly confidential, Confidential, Internal – Christina Sterenborg - multibrand strategy
create high quality output
e.g. reports, newsletters, workshops, blogs, profiles, opinion papers
perform/process/ANALYZE
e.g. brainstorm with experts, analysts, engineers
collect information
e.g. internal/external/

34
CI @ DT is working in a team
Telekom competitive & market intelligence is crating more value by pooling
individual know how and expert epxerience
Holistic view on
competition &
industry
Insight Foresight Decision
Process remains:
Applying
intelligent
analysis
Feed into
corporate
decisions &
strategics projects
Virtual team /
event driven /CI
experts
TDG
Strategy
TDG Market
Intelligence
TDG
Wholesale
GTN Network
TSI Strategy
ZMD Strategy
P&I Market
Intelligence
T-Venture
Hubraum
Detecon
VV
ThinkTank
BD CTIO
TSI Inno
Center
TSI Blue
Ocean
Telekom IT
EU Strategy
P&I
Strategy / BD
EU Market
Intelligence

strategy community TARGET PICTURE:
PEOPLE EMPOWERMENT X-BORDERS IS KEY
 All strategy team in the Board Area Europe &
Technology work towards a common objective:
 Execute and transform the DT strategy within
the Europe &Technology guiderails
 The Pillars of our activities
 Market Planning – provide a solid forecast of the
development in our markets
 Functional strategy development – develop functional &
regional strategies
 Strategic Intelligence – create high quality outside-In view
to enable decision making based on “Intelligence”
 Tools – MINERVA & know.it
 Community building: Conferences, Calls & Think Tank,
Analyst Relations (Outside-In/Inside-Out)
 Deliverables: e.g. Competitor Watch, Executive
Presentations, Country Car, Executive Briefings, Out-of-
Footprint intelligence; Key industry developments
07.04.2016 35
Analyst Relations
Intelligence
Community building
Strategy development
/ reviews / M&A

Agenda
CURRENT development – EU Head office
 DTEU performance judit andrasi
(20 min)
 Corporate strategy alignment sanja popovic
(5 min)
 ONE DT EUROPE –Communication Change Rozeta leVkovska
(5 min)
Hot topics (JUNIOR LEADERS)
 SLOVAKIA (Magenta 1) PETER G.& Richard S.
(20MIN)
 Romania MIHAIL TUDORACHE
(10MIN)
 MONTENEGRO marko STOJOVIC
(10min)
DEEP DIVE topics (SENIOR LEADER)
 CROATIA (state teleCom) Boris drilo
(15 min)
Q&A session All (5
min)
10:00-
10:30
10:30-
11:10
11:10-
11:25
10th Strategy Community Call
September, 17th 2015
11:25-
11:30
36
Strictly Confidential
Example

EU MARKET PLANNING - PROJECT ORGANIZATION
ORGANIZATION
Guiding
Functions
Supporting
Functions
Supporting Functions
Marketdevelopmentworkshops
Group Strategy
Group Controlling
Judit Andrási
Sanja Popovic
Reinhard Sander
EU Strategy (Lead) EU Finance
BEX (B2B) CME (B2C) Area Management
Regulatory Wholesale Internet Services
Strong collaboration /
alignment
challenging/
ensuring
consistency
Alignment(figures +
definitions)
current status

07.04.2016 38
 Intensify knowledge-Exchange / functional dialog with functions/NatCos
 List of valuable topics to be reviewed/screened throughout a period of time
 Brief “opinion papers” for executives on topics that are regarded important by the experts
 Be brave - exclude topics that will not be reviewed further, e.g. hypes or interesting
 Structure information flow within the team
 Evaluate “noise” & rumors in the industry
 Identify new trends or best practices of
peers/competitors
 Look for early warning signals and
potential future threats
 Informal meetin / WebEx with NatCo Strategy Peers in
addition, participation volontary, NatCo contribution
ideal from time to time
 Other functions to be invited upon request and topical
interest
 Open discussion – no discrimination of topics
 Guests are welcome
Examples - foster strategic thinking
- THINK TANK
Why ? How ?
Expected results
NEW – WORK IN
PROGRESS

MINERVA benefits - for > 500 DT colleagues
07.04.2016 39
Source: Minerva active users
40
135
168
23
22
Dec. 14
158
Jan-14 Aug-15
208
other DT unitsEurope &
Technology
Start
Pilot
USER growth in 2015 Alerts available
for all DT employees
517
Readers
across DT

Minerva can do more than newsletters
07.04.2016 40
Minerva is generating a fully compliant research access across DT
Combination of NEWS and Intelligence Reports:
Articles & reports
on Minerva
520 K +

4/7/2016 41
“kNoW.It”, km@Dt eu
know.it Target Picture:
 A collaboration driven knowledge management (KM) leverages efficiencies and drives operational
excellence.
 KM is limited only on internal knowledge, it is not a platform for external information this is MINERVA
 Crowd learning for NatCos and EU HQ Units
 Ease the way to identify topical experts across the Europe organization

TSN enables collaboration in many ways
07.04.2016 42
Source: TSN
followers Oct. 2015

1. Embed know.it into Connected Work @Europe and Technology Initiative
2. Position know.it as expert knowledge network & KM tool and drive the adoption by
NatCo pilot users
3. Ensure Management buy-in for the know.it project from stakeholders across the DT
(EU HQ + NatCos)
4. Build up an information & communication channel to interested/opportunistic users
5. Showing usage development and uptake
6. Increasing usage
4/7/2016 44
the first Goals of Know.it the
Communication concept is to build a user
base & community
1
2
3
4
5
6
Goals Communication Phase 1: Create community and drive adoption
Goals Communication Phase 2: Increasing usage and showcasing success

User feedback after 12 months of pilot operations very
positive
07.04.2016 45
GREECE
Extremely helpful tool. Prequalified
data / KPI reduce discussions and
optimize planning processes, less
alignment time.
NETHERLANDS
Finally information on demand; no
informal requests, no searching –
efficiency increase.
CZECH REPUBLIC
Very useful. Excellent fast info
access.
Extremely positive, high satisfaction
SLOVAKIA
Minerva is really efficient and
useful resource data tool,
enhancing market intelligence
POLAND
very helpful tool - Reports and news
from different sources stored in one
place allow for fast access and
provision of complete set of
information
GERMANY
I am more than satisfied… good Job
!

46
OUR CHALLENGE IS AN EVOLVING ECOSYSTEM
Co-opetition with other market players
Application
providers
Device
manufacturers
Telecommunication
companies

47
Why do you need telocs?
MORE PLAYERS DOING MORE THINGS

48
hypercompetition requires a superagile CI
CEO
V Germany
Group
innovation
V Other
V Europe &
Technology
V Data, Legal &
Compliance
V Europe &
Technology
V T-Systems
 Operational CI
in Marketing
 CI in Strategy
 CI Product &
Innovation
 CI Europe &
Technology
 Operational CI
in NatCos
 CI for IT
Services
 Bid support
 Benchmarking
 CI in Investor
Relations
 Benchmarking
 Wargaming
 Case Studies
 Scenario
planning
 Industry &
Regulatory
developments
 Legal case
support
 Business modelling
 Strategy review
 Value chain analysis – scenario
planning
 Labs / wargamings

Content
49
CI today– turning into a
transformation catalyst
DTAG – Who are we
operating exosystem

2016-04-CI-Transformation-cross-border-Nauheim

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