Telefónica - the service of the future
Telefonica developed a roadmap of what various services could look like in the next 1 - 30 years.
The challenge
In addition to the actual core product, the topic of services is becoming increasingly important. Services are not only becoming a distinguishing feature within an industry, but can also open up new business areas. For this reason, Telefonica asked itself in the Cross Innovation Lab what services could look like in the next 30 years.
Output
The result is a roadmap that is to be used for the Group's internal alignment. By combining global trends, future technologies and five different personas, it was possible to develop new services in different time horizons.
For the most obvious time horizon in 2020, a "Personal CO2 Reducer" was developed, which encourages customers to save CO2. A "Net Navigator" was developed for the medium horizon of 2025. This technology guarantees the fastest and best wireless coverage when travelling so that customers can work on the move at all times. As a vision for the future, a "Mute me/Mute all" bubble was conceived in the 2030 horizon: who wouldn't want to be able to simply block out the sounds of their surroundings from time to time, or even better, to acoustically mute themselves from their surroundings?
"The collaboration with Kreativgesellschaft was super inspiring for me thanks to the cross-functional work"
Format & method
In the Cross Innovation Lab, companies come together in changing constellations over a period of six weeks to work together on product developments in a stimulating environment. Experts from the creative industries are specifically involved in the process.
- Field research: At the beginning, the challenges of the companies are analysed in a new kind of depth in collaboration with creative professionals - and their fresh perspective from the outside.
- Workshop phase: In a total of four workshop/lab days, the companies develop new solutions together with selected creative professionals.
- Feedback loops: Between the labs, a concept review takes place with all participating companies in order to further improve the products through joint feedback and exchange.
In the iterative work process, companies develop new products or product adaptations in a significantly reduced amount of time.
Our partner: Telefónica
Telefónica is a listed telecommunications company operating in Europe and Latin America. In Germany, its products are sold under the O2 brand, in other countries under Movistar and Vivo. The company employs more than 120,000 people and has an annual turnover of 48.42 billion euros.
