Mastering the Unpredictable Future

Europe’s most valuable brand and Mito collaborated on the communication strategy development of the T-Systems Telekom brand integration.

Virág KissMay 27, 2024

TelecommunicationsBrands & VisibilityCX & Loyalty

A compelling proposition

The mission of T-Systems has always been to provide the highest quality telecommunications and IT solutions for the enterprise clients of Hungarian Telekom.

From 2023, the T-Systems brand will be no longer in use, and enterprise services will be provided under the unified Telekom brand. The brand name change signifies more than the further strengthening of Europe’s most valuable brand, there is also a significant change in the business model and service portfolio.

When we started working on the communication strategy of this major brand repositioning in 2021, Telekom had been working on the new IT service model for several years already and as things usually are in our business the core business idea, the exact new way of marketing IT services was kept strictly confidential. So what we developed first was the customer need-based brand benefits and brand essence that focused on enabling enterprise leaders to make their companies future-proof with the help of state-of-the-art technology and expert service from Telekom.

When we could finally talk about the new flexible, one-stop-shop, subscription-based, integrated IT services, we had a compelling proposition to make. If only this was a little easier to explain to decision-makers!

The new business model was based on a real need:

The new business model was based on a real need:

Companies no longer need to invest in major IT developments to create their own infrastructure, but instead, they can subscribe to the exact services they need and use them as long as it fits their goals. They can pick and choose, upgrade, or downgrade as their needs are evolving. This is the ultimate future proofing! As the current economic situation puts a real strain on company capex, and the future is becoming impossible to forecast, the momentum is clear for launching a budget-friendly, scalable, and flexible service.

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Subscription-based services do exist in the Hungarian market but the concept is not well-known at all and Telekom has been the first to level up and be ready to offer it as a local partner, at this scale, as a one-stop-shop solution, integrated with existing telco subscriptions to enterprise level companies. A unique opportunity for us to create a new category in the market and own it by establishing it.

The first step was to define the name and concept for this new category and work together with the Telekom enterprise unit to create the most effective communication strategy for becoming the thought leader in our newly minted category. The challenge was to find a way to bring the point home for decision-makers with an easy-to-understand, self-explanatory category name.

“On-demand” was quick to come up as a term that is well-known from other categories, e.g. VOD, a familiar and popular service for enterprise decision-makers. We proceeded to explore and define how it can become the category name for IT and ICT as service products and how it connects to our brand essence revolving around “future-proofing”.

We defined the main drivers for business and also IT purchasing decision-makers and created our message matrix around four strategic pillars: Scalable and adaptable, Simpler and lower-cost purchasing, Faster implementation, Expert support from a single vendor.

Our new On-Demand Services category-building campaign is based on the idea of “Mastering the Future”.

Our new On-Demand Services category-building campaign is based on the idea of “Mastering the Future”.

Instead of trying to forecast the future and prepare multiple scenarios with high capex IT solutions, companies can embrace the idea of an unpredictable future because we offer them the ability to adapt flexibly and maintain their competitive edge under any circumstances.

Throughout the year the theme will be rolled out across all brand PR appearances and multiple new product launches like the Cloud CC and Seamless IT Services.

Thus armored with Telekom On Demand IT Services enterprises can finally master their future.

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