Basics for product development & product design.
Responsible consumer decisions can make a big difference when it comes to protecting the climate and the environment. According to the German Federal Environment Agency, private households are responsible for generating around 40 percent of greenhouse gas emissions in Germany. Telekom wants to make it easier for its customers to engage in sustainable consumption by structuring its portfolio accordingly within the scope of our "low carbon society" CR action area.
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. Our Sustainable Product Portfolio program, which we completed successfully at the end of 2012, supported this goal.
During the reporting period, we made progress in the following areas as part of the program:
- We defined product sustainability criteria
- We developed a process for evaluating and critically reviewing products based on sustainability criteria
- We created a Sustainable Product Performance indicator and Sustainable User Experience indicator
- A labeling system for sustainable product features was developed, tested and prepared ready for implementation within the scope of Telekom's new packaging policy, which was approved in 2011
The Deutsche Telekom Design Principles have been mandatory for product development at Telekom in line with the Group strategy since the end 2009. The primary principle, "Act responsibly— think globally", was derived from the CR strategy. In 2012, Telekom incorporated sustainability requirements into its Design Principles, making them a permanent feature in product design-related invitations to bid. One example of this is our inclusion of ecological criteria in the product design of our new Entertain boxes. Thanks to the requirements we place on our suppliers, any harmful substances contained in the materials used in the new boxes are below legally acceptable levels. The new boxes exclusively feature sustainable plastic and low-pollutant varnishes. We are planning to incorporate additional sustainability standards in the product innovation area from 2013.Find out more
The Deutsche Telekom Design Principles provide the basic content 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 ensure a consistent user experience of Telekom hardware and software offerings. The policies are in line with Deutsche Telekom's sustainability strategy.
Deutsche Telekom Design Principles at a glance
- Act responsibly— think globally.
- Analyze and picture the future to design toward it.
- Create moments for sharing.
- Support throughout the day.
- Start with emotion.
- Focus on core benefit.
- Use learned recognition with a new interpretation.
- Be coherent.
- Design with passion and care for detail.
- Create desire at first glance.
After revising our end-device packaging policy in 2011, we introduced various measures to help us considerably cut back on resources. One example of this is the International SIM Packaging project, which we anticipate will lead to savings in materials and also in costs worth millions of euros. We also began using environmentally friendly polyethylene in our Telekom Shop bags as part of our Bio Bags project. Up to 80 percent of the material is comprised of renewable resources (sugarcane). The new material is better for the climate because it can be produced with significantly lower CO2 emissions than the paper bags we used to use at our stores. We also plan to introduce a mini-bag for smaller products in 2013.
We are planning to revise our packaging policy in June 2013, including further improvements in terms of material characteristics and consumption as well as the ink we use in printing. We are also planning to replace the plastic components of our latest MR 303 media receiver with recycled materials.Find out more
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.
Magyar Telekom now uses recycled packaging materials for all deliveries of products ordered online and replaced plastic bags with recycled paper bags for products sold in its T-Shops, where up to 800,000 bags per year were given to customers in T-Shops in the past. Both moves significantly reduce the impact of the waste generated on the environment.
Deutsche Telekom helps its customers conserve natural resources while reducing costs at the same time, e.g., by switching from paper mail to e-mails and virtualizing conferences with TelePresence systems that make business trips unnecessary.
At T-Systems, Telekom's corporate customer arm, sustainability and corporate responsibility comprise one of five core beliefs that T-Systems put together in 2010 on the basis of mega trends in the worlds of society and business. In accordance with these principles, the company offers a range of ICT solutions for the healthcare sector. Other examples include a telematics application for logistics service providers and fleet operators as well as our De-Mail service.
In 2012, the Telekom expert circle 50+ forum once again critically reviewed products developed by Telekom for people over the age of 50. In cooperation with BAGSO, the German association of organizations for seniors, the experts conducted various product tests to assess acceptance and user guidance of our Entertain Premium product and a prototype of the successor to the Sinus A 201 phone. The new phone is designed to give users all of the advantages of a digital telephone in a model that is very easy to use. The expert circle also helps us improve our service for older people.