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Act responsibly. Enable sustainability.


Walter Goldenits
Director of Technology
Deutsche Telekom GmbH

Based on the key topics, we defined three strategic action areas: Our activities are guided by the goal to “use telecommunications for the benefit of society” and most importantly to advance digitalization in Austria. As a provider of critical infrastructure in which operations have been CO2-neutral throughout the entire company since 2015, we aim to “lead the way toward a climate-friendly society”. Since the handling of data and data privacy are increasingly gaining importance within society, our third focus is to “lead Austria into a secure digital future”. These three strategic action areas lay the foundation for our measures and targets.


Key facts at a glance

Markets, business areas and market share  

Magenta Telekom (T-Mobile Austria GmbH) is a leading provider of Internet and mobile communications, entertainment, and business solutions in Austria. The company has around500 employees and generated revenues of about EUR 1.3 billion in 2020. The company offers the brands Magenta, Magenta Business, and tele.ring with ultra-fast broadband via fiberoptic cable, and mobile Internet, entertainment, and the latest technologies for digital life.

Number of customers   019 000
Number of employees   500
Shareholding of Deutsche Telekom AG since   2000
Certifications   ISO 50001, ISO 14001, ISO 45001
Please refer to the Internet for further information
Local CR report

Awards and memberships

  • 2020: Best broadband operator: Magenta is the best nationwide broadband operator according to the trade magazines “connect” and “PC Magazine”
  • 2020: Best consumer hotline according to “connect”
  • 2020: Preferred B2C and B2B operator in customer voting according to “connect”
  • 2020: Best service app for consumers according to “connect”

ConnectedKids: Using the Opportunities of Digital Media in the Classroom (SDG 4)

ConnectedKids: for digital media literacy in the classroom
Children and young people grow up in an increasingly digitalized world today. This brings opportunities, but also risks. We want to emphasize the danger that inappropriate and indecent material may pose to children and young people. In particular, we aim to provide parents and teachers with assistance in protecting children and young people from inappropriate content based on their age. At the same time, we aim to promote media literacy so that they can use the opportunities of a digital world in a responsible and smart way.

That’s why Magenta launched the “ConnectedKids” initiative many years ago. In this Austria-wide project, we familiarize students, teachers, and parents alike with digital media in a learning environment and promote responsible use of smartphones and digital content. Tablets, the Internet, and smartphones generate a great deal of uncertainty, while at the same time they offer enormous opportunities to provide individual support. Digital education therefore needs to be supported because it is by no means universal in Austria’s schools.

Schools often lack the resources to embark on using digital media. This is why our ConnectedKids project equips classrooms with mobile Internet and tablets for students over a period of six weeks. A series of apps helps them work intensively on Math and vocabulary, produce stop-motion movies on topics discussed during the lessons and supports non-native speakers in learning German. The program also covers cybersecurity, i.e. the safe use of digital media to judge the quality of online content, and instructions on how students can protect themselves from online bullying.

10 000 free data packages for distance learning
In this extraordinary time, Magenta Telekom supports people staying connected despite social distancing. The #bleibverbunden (stay connected) campaign launched for this purpose is constantly being expanded to include new campaigns:

In 2020, Magenta provided the Ministry of Education with 10 000 free SIM cards. These data packets are issued to schools by the Ministry of Education together with laptops and tablets. In the course of this campaign, Magenta receives no data from the schoolchildren, distribution is exclusively through the educational institutions.

Each SIM card contains 20 gigabytes of data volume per month. The data packages are activated immediately and end on 10 July 2020 (school closes on this date in Austria). All phone calls, data roaming abroad or other value-added services are blocked.

Distance learning guide for teachers and students
During the first lockdown, Magenta Telekom also published a distance learning guide for teachers, students and parents. This was written together with media educators from the University of Education in Vienna and is based on years of experience that Magenta was able to build up with its ConnectedKids initiative and its expertise in the field of digital classrooms. The guide uses practical tips to describe how teachers can teach digitally from home and how students can get the most out of online lessons. Another guide gives recommendations for learning from home and for families from a psychological point of view.

Further information can be found here:

TUN Fund Sustainability Award

A direct trading platform for green electricity, a car-sharing model that combines sustainable mobility and strengthening the regional economy, a platform for people who are at risk of poverty and need help in the household, an innovative oven for cooking places in Africa, and a business game that helps young people to develop a sustainable business model: all of these projects were award winners of the Magenta TUN Fund 2019. The presentation ceremony for the awards was held on 22 January 2020 at the T-Center in Vienna. The winners join a long list of projects that advocate technologically sustainable solutions and have received a sponsorship award from the Magenta TUN Fund.

Since 2011, Magenta has supported the innovative use of information and communications technology (ICT img) in sustainability with the TUN Fund. Climate protection is one example where ICT can contribute to preventing one fifth of all CO2 emissions worldwide. In the social field, digital technologies help connect people who would otherwise never meet. That’s why every year Magenta awards EUR 50 000 to projects that seek to leverage digital communication in order to resolve environmental and sustainability problems in every area of life. This also includes projects that champion equal opportunities and a fair world. The TUN Fund and its jury, chaired by former Austrian EU Commissioner Franz Fischler, are independent and support not-for-profit organizations and funds in accordance with statutory requirements, supervised by the Province of Vienna.

At the award ceremony in 2020, the “OurPower” project, an online and community platform that enables direct trade with green electricity between the producer and the user, won first place in the Magenta TUN Fund. The projects Josefbus, Next Generation of Changemaker and Semina shared second place. The audience prize, which was awarded for the first time based on a live vote among the audience at the event, went to Ummadum. The next call for entries of the Magenta Technology and Sustainability Fund for the year 2020 starts in the second half of the current financial year.

Visible climate commitment through IoT solutions

IoT (Internet of Things img) is another area where Magenta focuses on eco-friendly innovations and works on sustainable overall solutions for its business customers.

Intelligent waste management with IoT
The wide variety of different waste containers confronts disposal companies and communities with a logistical challenge. Containers for glass, for example, should not overflow to avoid bottles falling to the ground. Conversely, trucks don’t need to pick up half-empty containers because this costs money and produces CO2 since drivers are then travelling along unnecessary kilometers. In cooperation with SLOC, Magenta is therefore working on a solution for waste management. Levels are measured and transmitted from each container to a platform so that disposal companies can use their trucks efficiently. Magenta Business provides the appropriate network and the SIM cards, which are installed in each SLOC device. The NarrowBand IoT network (NB-IoT) supports low-power wide area applications, i.e. small data volumes are sent and received at certain intervals. This technology requires minimal energy, so the battery life of these devices is very long.  

Better air quality in urban and rural areas through IoT
Particulates have a dramatic impact on air quality – this is also an issue in Austria. According to EU requirements, air pollution should no longer exert negative impacts in 2020. However, emissions can only be reduced when they can be measured. Magenta Business and one:solutions are working on a solution to constantly monitor air pollution and to enable fast action when necessary. The sensors developed by one:solutions can be installed anywhere. The data measured are transmitted to an IoT platform via NB-IoT. If this kind of information is available at the touch of a button, it is easy to take effective action.

Smart irrigation with IoT
Even in Austria, climate change is leading to extended dry periods. This and the strained personnel situation make it increasingly difficult for urban communities to optimally maintain green spaces although plants are growing in importance in cities because they make the cityscape more attractive and help reduce urban heat islands on hot summer days. IoT solutions can take optimal care of the vegetation in cities with minimum human intervention. Sensors measure the air temperature, humidity, solar radiation, soil moisture, and water flow, and then transfer these data to a data center across the mobile network.

IoT for a transparent supply chain
Goods should always arrive in perfect quality when delivered to customers, especially sensitive products such as food or medication. The condition of goods needs to be monitored throughout the entire production and storage process. Sensors installed on a production machine or in a warehouse measure relevant values such as heat or frost threshold temperatures and air humidity. These values are transmitted to a data center using NB-IoT (NarrowBand IoT) technology. Magenta’s IoT solution sets off an alarm if certain parameters deviate beyond defined thresholds. Adapting the factors influencing air quality can therefore prevent damage to goods, plants or even living beings depending on the application.

There is no plan B for the environment – CO2 neutrality and electricity consumption (SDG 13)

CO2 neutrality at Magenta
In 2019, Deutsche Telekom introduced group-wide climate protection targets and Magenta Telekom adopted a formal resolution to implement the group-wide targets for Magenta in Austria in the fall of 2019. One of these targets is usage of 100 percent renewable energy by 2021. Magenta Austria already achieved this goal in 2015. Since early 2015, the electricity we purchase covers 90 percent of our total energy requirements and has been generated entirely without CO2 emissions and produced from renewable, non-nuclear sources. The same is true for the UPC fiberoptic cable networks which we acquired in 2018. The remaining 10 percent consists of electricity supplied to individual locations by landlords from unknown sources and was previously mitigated by CO2 offsetting in accordance with international standards. In 2020, we assessed the unknown electricity sources and switched over to green electricity certificates instead of offsetting. Green electricity is therefore now unquestionably green electricity.  We have therefore kept our energy consumption CO2 neutral and made the entire company CO2 free.

Magenta endeavors to use energy efficiently and puts strong emphasis on handling resources with care. This includes a CO2-free network and the target to minimize CO2 emissions throughout the company. In order to achieve this, we rolled out the complete energy management system in accordance with ISO 50001 in 2015. External auditors carry out regular energy audits and analyze our energy consumption. The audits are performed in accordance with statutory requirements. We also keep an eye on emissions related to the supply chain and to the utilization phase of our products and solutions with the customer. Here, we are aiming to cut CO2 emissions per customer by 25 percent by 2030 in comparison with 2017.

Data volume keeps rising exponentially – our electricity consumption hardly changes at all
Around 85 percent of the energy Magenta requires flows in our mobile network. Owing to the large number of transmitter stations, operating this network requires significantly more electricity than a fiberoptic cable network. The data volumes we transfer are still increasing exponentially and have recently doubled in our mobile network over a period of three years (2017-2019). Despite this surge in data, we have managed to keep our total electricity consumption nearly constant. This has only been possible by continuously increasing the efficiency of our technology and steady modernization of our network.

We work continuously to optimize the cooling of our base stations and data processing centers using new technologies (free cooling, using outdoor air for cooling rather than air-conditioning systems and coolants). Therefore, we installed an adiabatic cooling system, which uses evaporative cooling, in a mobile communication data center. This method involves warm outdoor air being drawn over water which absorbs heat and evaporates. The air temperature drops so that it can be used for cooling – entirely without chemical coolants containing CO2.

We have a solution based on artificial intelligence (AI) in a field trial. This trial is engineering software in the mobile network to optimize energy consumption while the customer still enjoys the same top quality.

We use solar and wind power to supply our transmitter stations with energy
We operate several base stations with electricity produced from solar energy using a photovoltaic system located directly at the facility and conduct research for further use throughout the network. In one base station, we also tested the use of geothermal energy for cooling. A photovoltaic system on the roof of the building supplies energy to the charging station in front of the Magenta shop at Rennweg 97. Customers are welcome to use it free of charge while conducting business in our shop. We are also planning to install a photovoltaic system on the roof of the T-Center, which produces 230 MWh (equivalent to the annual electricity requirements of approximately 65 households).

Life is a cycle – our approach to a circular economy

Millions of old mobile phones end up in drawers and boxes in Austria’s households. On average, Austrians buy a new mobile phone every 18 months. This adds up to roughly three million phones each year. Magenta ensures that used smartphones can be in service for a long time with unlocked devices that can be passed on easily and a buyback program.

Since 2014, Magenta has bought back used, still functional smartphones at the current market price, regardless of whether they were bought from us or another operator. Mobile phones and smartphones can be returned to all Magenta shops in Austria or through a website. As an incentive to return handsets to us, we make a donation to a social organization for every device we receive. Our donations go to DEBRA to support “butterfly children”. After completely erasing their data and refurbishment in cooperation with Munich-based company Teqcycle Solutions, these phones can still have a useful life for a long time. The refurbished devices return to the market through phone shops, online exchanges, and other channels.

In addition, Magenta also offers its customers the buy-back option. If a used smartphone is returned to a Magenta store, it can help finance a new device. Magenta buys back mobile devices of all brands, regardless of where they were originally bought. For more information on phones we buy back, please visit

Further measures we are implementing in the spirit of the circular economy include:

  • The professional refurbishment of cable Internet and TV hardware, used cable Internet devices and TV sets, so that they can be returned to circulation. Devices that cannot be refurbished for various reasons are recycled or, if there is no other option, professionally disposed of by our partner Pikko Bello.
  • Routers replaced at the customer's site and their packaging are recycled by our partner arvato Supply Chain Solutions.
  • We offer loan units temporarily as standard when a phone requires repair. These phones are provided free of charge and without a deposit. They are optically refurbished before being reissued and data is erased in accordance with data privacy requirements.
  • Since 2019, Magenta has offered the Fairphone 3. On the back of the fair production dynamics of Fairphone, Magenta customers who place great value on handling resources with care can also opt for a sustainable lifestyle when choosing their smartphone.
  • In 2020, Magenta donated 130 PCs, 103 notebooks and 270 monitors to the not-for-profit IT company AfB. The company is a role model for environmental management and social inclusion and reuses the used office equipment for private purposes.
  • In cooperation with our partner PHB-Platinen Handel Beinhart, we ensure that telecommunications equipment is disposed of professionally as we modernize our networks and reusable materials and precious metals are returned to the production cycle.

In 2020, we focused on packaging and the reduction of unnecessary packaging materials as well as the switch to recycled packaging materials.

Best networks – the foundation of the Gigabit Society (SDG 11)

Our promise for Austria’s digital future
At Magenta, we go beyond our legal obligations to take on responsibility toward society. In our core business, we connect millions of people around the clock. We provide crucial infrastructure without public funding and expand it continuously. Magenta Telekom is currently conducting the most comprehensive investment program in the company’s history. Between 2018 and 2021, we will invest a total of some EUR one billion in mobile and fixed networks. Social networking is the guiding principle for our social engagement. We resolutely advocate tolerance, freedom of opinion and social inclusion for all groups and at every level of society – and oppose exclusion, fake news, and discrimination.

Magenta uses innovative network technology to accelerate 5G expansion and offers unlimited 5G Internet at over 600 locations throughout Austria. By the end of 2020, almost 40 percent of Austrian households and businesses at 1 200 locations in all federal states had been upgraded with 5G in the Magenta network. This 5G Turbo represents Magenta’s response to the enormous need for digitization that emerged for Austria since the coronavirus lockdown.

Today, Magenta already supplies more households with a high-speed fiberoptic cable network than any other provider in Austria. We have the highest download and upload speeds and are continuously expanding this leading edge in performance along with the regions we supply. Our goal is to guarantee the best connection – anywhere and at all times. We are joining forces to build the foundation for the Gigabit Society. The number of mobile customers in the Magenta Telekom network amounted to 5.07 million SIM cards at the end of 2020. The number of broadband customers (fiber-optic cable Internet and DSL img) increased by around 3.9 percent to 635 000 in 2020.

Magenta Telekom was the first provider in Austria to launch its 5G network in March 2019. In addition, Magenta has also offered speeds of up to one gigabit in the fiberoptic cable network to about one million households in the greater Vienna area since May 2019. In 2020, other Austrian cities  also benefited from this upgrade. Likewise, the expansion of 5G has continued to advance throughout Austria: the 1 200 5G locations were in operation in 1 000 communities at the end of 2020. Along with expansion of the 5G network, the first Magenta 5G campus started operating at Graz Technical University in 2020 in order to enable research for future digital factories. At the end of 2020, 99 percent of all households in Austria had access to the best LTE mobile network in Austria (connect, Chip). Moreover, the Narrowband IoT network already supplies 99.4 percent of the populated area in Austria.

Leading the way to digitalization
We are reliably leading the way to digitalization. Our network satisfies our society’s growing appetite for data and offers new opportunities to make our professional and private everyday lives easier and more comfortable. Digital transformation is progressing at an enormous pace: in 2020, the data volume transmitted in Magenta’s mobile network alone grew by more than 50 percent compared to the previous year, reaching 3 800 000 terabytes.

Working on the digital future
We are working on a range of innovative projects for Austria’s digital future, for example:  

5G Campus (TU Graz)
Set-up of a dedicated 5G campus network as part of a smart factory which enables all types of applications with extremely low latency. Robots and other automated machines connect up with one another using 5G so that they can work in an autonomous mode. This campus was installed at Graz Technical University in 2020.

EU research project ICT4CART
We are contributing to the European ICT4CART research project, which combines the technological possibilities of the telecommunications, automotive and IT industries in an attempt to improve and optimize them so as to provide the ICT img infrastructure for the transition toward automating road traffic. The various sub-projects are conducted in cooperation with several partners and operators from different countries and are sponsored by the EU. As a member of this project, Magenta helps to shape the following applications:

  1. Smart parking & IoT services
  2. Optimizing the level of vehicle automation based on infrastructure information
  3. Optimizing intersection traffic in urban and rural areas
  4. Cross-border interoperability

Vienna 5G saves lives (City of Vienna 5G Use Case Challenge 1)
The goal of the project is to create an autonomous drone search and rescue solution bringing together drones, 5G, IA and edge computing. In cooperation with the Fire Department, Unmanned Life, and the City of Vienna, a drone rescue simulation will be conducted on the Danube in Vienna.

Intrasafed (City of Vienna 5G Use Case Challenge 2)
Cooperation between Magenta, Swarco, the City of Vienna and the Vienna University of Technology to test and present a 5G warning system that increases the safety of pedestrians in bad visibility or at dangerous intersections in the city.

Supporting drone research at the University of Klagenfurt
We offer 5G connectivity and network knowledge to support research of 5G-controlled drone flights.

Special responsibility for health
Magenta is aware of the special responsibility it has toward customers and the environment. We guarantee that all base stations comply with the international personal protection thresholds defined by the World Health Organization (WHO) and by the EU in publicly accessible areas. This applies to all network technologies used, in particular to the new 5G mobile communication standard. For further information, all mobile network operators have set up an information page on the topic of 5G and health and this can be viewed at The EU also provides answers to questions on 5G, which are available here.