Deutsche Telekom kicks off the next stage of its integrated market approach

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“Life is for sharing” is Deutsche Telekom’s new brand slogan from July 5, 2008
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New brand philosophy for all brands under the “T”


The new slogan expresses a new brand philosophy that will complete Deutsche Telekom’s changeover to a simplified brand architecture, launched in May 2007. There are now only three brands under the “T”: T Home (services for the home), T Mobile (services for on the move), T Systems (services for business customers). At the core of this brand philosophy is Deutsche Telekom’s understanding that life is made up of a wide variety of major and minor experiences that people want to share with one another. What is more, it is the company’s aim to provide them with the best communication and support services to enable simple access to these different experiences, whether by telephone (in the fixed and mobile networks), Internet (at home and on the move) or Internet-based television.

“Deutsche Telekom sees ’Life is for sharing’ as more than just an advertising slogan. It is the company’s brand promise to customers by which it intends to be measured in future. What is more, this is across the entire value creation chain, starting with product development, pricing and service, right through to shop design and the many aspects of communications, including trade fairs, events, sponsoring and advertising,” explained Hans-Christian Schwingen, Head of Brand Strategy and Marketing Communication at Deutsche Telekom since October 2007. With the new slogan, “Life is for sharing,” Deutsche Telekom is emphasizing its own objective of becoming a clear market leader in the field of connected life and work by 2015. From the perspectives of both Deutsche Telekom and the market, mankind is experiencing the most radical transformation in the telecommunications industry since the invention of the telephone. The driving forces are digitization, the mobilization of access, and the personalization of content. The way people access their data, process information and pass it on is currently undergoing dramatic change. Deutsche Telekom is driving innovation in this process, for example, by expanding its web´n´walk Internet service, or with Entertain: TV over DSL. The Group is investing billions in extending its networks and lines. In addition, the intelligent management of content is one of its core competencies: Family, friends and colleagues will be able to share important things – regardless of time and place – as easily and securely as possible: In short, “Life is for sharing”.

The new umbrella brand campaign, being launched on July 5, 2008, brings an emotional aspect to these possibilities. At the same time, the company is kicking off its integrated customer approach, which focuses on customers regardless of whether they are primarily interested in fixed network or mobile products. Deutsche Telekom intends to use this to further reinforce its position in future as a complete provider of telecommunications services.