Deutsche Telekom AG: Move On
Principal authors: Gordon Euchler and Daniela Hofmann, DDB Tribal BerlinContributing authors: Jens Doege, Deutsche Telekom; Nina Rieke and Eric Schoeffler, DDB Tribal Group
The Background
Growth in the telecommunications market is driven by the growth of mobile Internet data volume. As Europe's biggest telecommunications market, Germany is also the market where innovations reach the masses. Key driver for growth in this market is mobile Internet usage with its continuous innovations leading to an increasing need for data volume. The provider that leads here will lead the market in the future.
The...