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Deutsche Telekom

Deutsche Telekom

Company: Deutsche Telekom AG

Brand value: $39,215 million

Headquarter city: Bonn

Category: Telecom Providers

Year formed: 1995

 

Deutsche Telekom is the market-leading provider of telecommunications services in Germany, providing fixed-line phone connections, broadband, mobile and IPTV services for households, and ICT solutions for business and corporate customers. The company has its roots in the former state-owned monopoly Deutsche Bundespost, which launched in 1950 and was split into separate banking, post, and telecom services in 1995. It is not the cheapest player in its sector, but has a reputation for quality and reliability that German consumers have come to trust and regard as good value for money. DT, as it is known, positions itself as an innovator in the sector, integrating digital services with those offered in its approximately 730 stores around Germany. It offers online support through Facebook with its “Telekom Hilft” service. Deutsche Telekom is among the 10 biggest spenders on advertising in Germany, and its communications are recognizable through its use of the color magenta, and its distinctive jingle. In the past year, it has promoted its Family-Card services, and TV offerings, with a focus on StreamOn, Entertain-TV and Entertain-Sport. The brand’s tagline is “Erleben, was verbindet”, or “Life is for sharing”. It sponsors Bayern Munich football club, and supports a range of social and cultural activities, including Beethoven-Fest in Bonn, and the Telekom@school program. Deutsche Telekom was originally a state-owned network, and the German government maintains a stake in the business. DT has extensive operations beyond Germany, across much of central, southern, and eastern Europe. In all, it has 165 million mobile customers, 28.5 million fixed-network lines, and 18.5 million broadband connections in 50 countries. Deutsche Telekom is listed on the Frankfurt Stock Exchange and is part of the DAX30 index.