Basics for product development & product design.

Changing consumer behavior is an important stepping stone in creating a sustainable society. According to the German Federal Environment Agency, private households are responsible for around 40 percent of greenhouse gas emissions in Germany. This means that responsible consumer decisions can make a big difference when it comes to protecting the climate and the environment.

Telekom considers it its responsibility to make it easier for its customers to practice sustainable consumption by providing them with as many environmentally-friendly products as possible. We are increasingly compensating for unavoidable CO2 emissions by neutralizing our carbon footprint.

Sustainable Product Portfolio program.

The systematic creation and expansion of our climate-friendly product and service offerings is a decisive step toward achieving our goal of becoming a CR leader by 2015. In 2010, we initiated the Sustainable Product Portfolio program, which is scheduled to run until 2012. We work to help our customers lead a sustainable lifestyle with attractive products of high ethical and environmental quality. We also want to increase customer satisfaction and minimize the social and environmental impact of our products.

We conducted an extensive customer survey during the reporting period to find out what customers think about the sustainability of Telekom's offers. We also evaluated consumer tests. Results will be used in product development.

CR Report from the previous year

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The CR department collaborates with other departments such as Product & Innovation, Sales and Procurement within the scope of the Sustainable Product Portfolio program. The program plays a key role in the achievement of our CR goal "Leading the way", because it integrates sustainability into our core corporate processes.

We plan to achieve the following results with the program by the end of 2012:

  • Defining criteria that determine the sustainability of products
  • Incorporating sustainability into product-relevant core processes and objectives
  • Preparing employees for resulting changes
  • Implementing an evaluation process
  • Creating a CR key performance indicator (KPI) for sustainable products
  • Improving customer communication on the topic of sustainability

That involves the strategic goal of increasing customer trust in the brand so that our customers perceive Deutsche Telekom as a sustainable company. This will help us set ourselves apart from our competitors and position ourselves as a premium brand.

Policies for sustainable product design.

The Deutsche Telekom Design Principles have been mandatory for product development at Telekom in line with the Group strategy since 2009. The primary principle, "Act responsibly - think globally," was derived from the CR strategy. The Öko-Institut reviewed Telekom's Sustainability Guideline for Product Design, which is based on the Design Principles, in 2011.

CR Report from the previous year

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The Deutsche Telekom Design Principles form the content basis for Telekom's Experience Style Guide and Sustainability Guideline for Product Design. The design policies set forth in the Experience Style Guide are mandatory for all product development activities. Their purpose is to guarantee a consistent user experience of Telekom hardware and software offerings. The policies are in line with Deutsche Telekom's sustainability strategy.

At a glance: The Deutsche Telekom Design Principles.

  1. Act responsibly - think globally.
  2. Analyze and picture the future to design toward it.
  3. Create moments for sharing.
  4. Support throughout the day.
  5. Start with emotion.
  6. Focus on core benefit.
  7. Use learned recognition with a new interpretation.
  8. Be coherent.
  9. Design with passion and care for detail.
  10. Create desire at first glance.
Device packaging policy revised.

In 2011 we revised our device packaging policy, which is valid throughout Germany, and incorporated sustainability criteria. In line with the policy, packaging material will be reduced to a minimum and only environmentally friendly materials will be used. All materials used must be fully recyclable including any plastic materials. Paper and cardboard must comply with the requirements of the Forest Stewardship Council ® and be bleached without the use of chlorine. Printing ink needs to be made from vegetable-based oils.

Sustainable product development in the corporate customers segment.

At the beginning of 2010, Telekom's corporate customer segment defined five new strategic core beliefs in order to meet its customers' increased demands for sustainable product development. These core beliefs were derived from business and society-related megatrends.

Sustainability and corporate responsibility - a permanent fixture.
One of the core beliefs is: Sustainability & Corporate Responsibility. With this core belief, T-Systems is contributing to implementation of the Telekom Group's CR strategy. The company supports its customers in reducing the use of natural resources while saving costs at the same time, e.g., by switching from paper-based mail to e-mail. T-Systems also applies this core belief to the healthcare sector to which it provides a number of innovative ICT solutions.

Telekom expert circle 50+ customer forum.

The Deutsche Telekom expert circle 50+ has been critically evaluating products that we develop for persons above the age of 50 since November 2011. It also helps us improve our service for older individuals.

Update on the 2010/2011 CR program.
Sub-targets Status of implementation/measures
Develop customer-relevant sustainability criteria and KPIs for the expansion and controlling of the portfolio for sustainable products and services   Implementation underway.
  • Criteria and indicators developed with external and internal stakeholders
  • Regular stakeholder expert talks
  • Implementation of criteria and indicators in product and sales-relevant processes.
  • Introduction of product-related sustainability controlling
  • Developing a customer guidance approach
  • Internationalization
  • Survey instrument for measurement of sustainability criteria amongst our customers is developed and approved. Sustainability performance and customer perception together form a management system.
Develop and implement a strategy for Products & Innovation in order to embed CR in the product development cycle and innovation process   Target achieved.
  • The Design Principles have been published and now serve as the basis for product development activities. They have been reviewed to make sure they are in line with the sustainability criteria.
Carbon-neutral products and services       Target achieved.
  • The process for neutralizing the carbon footprint of products and services was integrated into internal processes so that the certificates can now be ordered via internal Procurement.
  • We have already ordered certificates for 2012 for the Load products.
 

2010/2011 CR program

The current 2011/2012 CR program can be found in the "Strategy & management" section.

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