Deutsche Telekom AG: Move On

This case study demonstrates how Deutsche Telekom, the telecommunications network, showcased its mobile internet offering in order to grow market share in Germany.

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...

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