CeBIT 2014: Deutsche Telekom's trade fair presence renders invisible technologies tangible
- Stand as stage for sales-oriented brand identity
- Experience landscape invites visitors to share and experience
- Focus on secure cloud solutions and new products for connected work
At CeBIT 2014, from March 10-14, Deutsche Telekom is transforming its 4,000 sqm stand into an extraordinary service and experience landscape. The primary focus lies on secure cloud solutions and new products for connected work. The offerings and solutions for business and corporate customers are being presented under a roof consisting of 2,000 magenta-colored umbrellas. This oversized "umbrella brand" symbolizes competent service, reliable security, and the best possible network coverage. Deutsche Telekom's CeBIT stand in hall 4 is a real eye-catcher, setting it apart from the sea of other, strictly functional stands. Under the slogan "All-in-one future network solutions," Deutsche Telekom makes its technical innovations tangible by linking them impressively with the artistic display of its brand identity. A radio mast, for example, symbolizes the best network quality. A walk-in Airbus flight cabin with genuine seating provides a "flight to the future" experience, showing what visionary, cross-industry collaboration is capable of. An industrial container has been transformed into a modern workplace to present innovative products and cloud solutions for connected work. And a car with "built-in zero distance to customers" illustrates the hands-on benefits of connected cars. The brand trees incorporated in the CeBIT stand are a metaphor for the dynamism of the communications market and the DT Group's ambitions to cement its international leadership role in the long term with a highly efficient partner network. The 3D presentation of the brand is a firm component of the strategy with which Deutsche Telekom has succeeded in becoming Germany's most valuable brand. "We see the stand as a stage for our brand identity. The twofold challenge lies in presenting Deutsche Telekom's complex product and innovation worlds attractively, while at the same time letting customers experience our brand proposition, 'Life is for sharing'," says Antje Hundhausen, Head of 3D Brand Experience. The figures from CeBIT 2013 proved the importance of a well-grounded brand presence, combined with excellent consulting and service, to sales activities. Last year, Deutsche Telekom welcomed six percent more visitors to its stand than the year before. What is more, 31 percent of the stand visitors expressed their intention to buy from Deutsche Telekom after obtaining advice from stand personnel. Before the talks, only 18 percent intended to buy. "Last year, CeBIT visitors rated our stand the best in show. We want to build on this success. As such, we have started with our successful concept, but have also made several additions, such as our '360° service' with guided tours of the stand," says Antje Hundhausen. The optical highlights from this year's CeBIT stand include the symbolic "brand umbrella," consisting of 2,000 umbrellas suspended from the ceiling. They stand for reliable service, expert protection and optimal network coverage. Other attractions include a number of hands-on presentations: for example, "passengers" in the Airbus mock-up can experience Bag2Go, the smart Rimowa suitcase that never gets lost. It is equipped with a SIM card, transmission module and display, so it can be transported independently of its owner. Logistics partners can provide door-to-door delivery of the baggage, making travel more convenient for passengers. The entire atmosphere of the Airbus interior can be modified with an iPad, and its design can be adapted to specific brands at the touch of a button. This "instant branding" can give rise to new business models that are capable of revolutionizing the aviation industry. Elsewhere at the stand, the cloud becomes "tangible": users can navigate by hand through a virtual cloud landscape. The interactive journey leads directly to one of Deutsche Telekom's high-security data centers. And visitors who are interested in Internet and data security can explore the new Cyber Defense Center, Deutsche Telekom's contribution to protecting Germany against cyber-crime and making it a safer place to conduct business.
Experience our products and services live at CeBIT from March 10-14 at Deutsche Telekom's stand C26 in hall 4. Deutsche Telekom's entire presence at the trade fair is carbon-neutral - all CO2 emissions generated in setting up and operating the stand are fully offset by carbon-reduction projects abroad.
About Deutsche Telekom Deutsche Telekom is one of the world’s leading integrated telecommunications companies with over 142 million mobile customers, 31 million fixed-network lines and more than 17 million broadband lines (as of December 31, 2013). The Group provides fixed network, mobile communications, Internet and IPTV products and services for consumers and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in around 50 countries and has approximately 229,000 employees worldwide. The Group generated revenues of EUR 60,1 billion in the 2013 financial year – more than half of it outside Germany.