Soaring to Supremacy
How to upgrade German Telekom's Consultancy into the Global Leader
Content
Brand Benchmarking
Analysing Telekom MMS & Telekom Germany with SWOT, Porter's 5 Forces, BCG Matrix, etc.
Closest Competitor Check
Analysing & benchmarking of competitors Accenture, Capgemini, Adesso & IBM Consulting
New Business Models
Development of 40 Blue Ocean Strategies, distilling to Top10 & selecting best business idea
Best Marketing Persona
Creating 1 detailed target group description with highest ROI for best new business model idea
Creative Campaigns
Ideation of 6 creative 360° marketing campaigns: 3 created by AI & 3 brainstormed by me
Benchmarking the Behemoth
SWOT Analysis
Strengths:
(28+ years in digital business)
(2,200+ employees across 9 German locations)
(end-to-end digital solutions)
Weaknesses:
Opportunities:
Threats:
Porter's Five Forces Analysis
Threat of New Entrants
Medium risk due to high capital and expertise requirements
Bargaining Power of Suppliers
Low to Medium influence in technology ecosystem
Bargaining Power of Buyers
Medium to High negotiating strength
Threat of Substitutes
Medium competitive pressure from alternative solutions
Competitive Rivalry
High intensity in IT services marketplace
Growth-Share Matrix
Stars
Question Marks
Cash Cows
Dogs
Business Model Canvas
Key Partners:
Key Activities:
Key Resources:
Value Propositions:
Customer Relationships:
Channels:
Customer Segments:
Cost Structure:
Revenue Streams:
PEST Analysis
Political
Economic
Social
Technological
Products & Services
Digital Strategy & Transformation
CX Solutions
Cloud Services & App Management
Data Analytics & AI
IoT & Industry 4.0
Cybersecurity & Data Privacy
Software Development & Testing
Digital Workplace Solutions
Blockchain & Web3 Services
Overview of Markets & Positioning
Telekom MMS Domains – 1/2
Artificial Intelligence
IT
Services
IT
Consulting
Project Management
Telekom MMS Domains – 2/2
Software Engineering Solutions
Technical Enterprise Support
Blockchain & Crypto Infrastructure
Overlooking Customer Profiles & Journeys
A) Artificial Intelligence
Buyers/Decision-makers:
Customer Journey:
B) IT Services
Buyers/Decision-makers:
Customer Journey:
C) IT Consulting
Buyers/Decision-makers:
Customer Journey:
D) Project Management
Buyers/Decision-makers:
Customer Journey:
E) Software Development
Buyers/Decision-makers:
Customer Journey:
F) Technical Support
Buyers/Decision-makers:
Customer Journey:
G) Crypto & Ethereum
Buyers/Decision-makers:
Customer Journey:
Ground Truth
I used AI agents to scan 600+ websites & create a HQ & LLM-optimised dataset with 60 pages full of detailed info, insights & stats about:
Identifying Biggest Global Risks in 2025
Global Power Vacuum
Breakdown of coop threatens ops through fragmented regulations, trade barriers & supply chain disruptions.
Strategies:
Diversify supply chains, strengthen EU policy relationships, invest in local R&D/manufacturing
Opportunities:
Build secure local solutions, enter new markets, partner with EU tech firms
Tech Cold War
US-China tensions create complex vendor relationships & difficulties maintaining network reliability & innovation.
Strategies:
Diversify equipment suppliers, invest in EU 5G initiatives, maintain balanced international partnerships
Opportunities:
Lead European tech development, provide secure network solutions, forge regional partnerships
AI Revolution
Rapid AI advancement transforms our entire business model while raising critical privacy and ethical concerns.
Strategies:
Establish ethical guidelines, upskill workforce, implement data governance
Opportunities:
Deploy AI network optimization, launch AI services, pioneer ethical AI standards
Semiconductor Squeeze
US chip restrictions threaten our ability to maintain and upgrade critical network infrastructure.
Strategies:
Diversify chip sources, research alternative tech, engage EU policymakers
Opportunities:
Spearhead EU chip initiatives, partner with unrestricted manufacturers, develop new architectures
Climate Chaos
Increasing natural disasters threaten our physical infrastructure and service reliability.
Strategies:
Assess climate risks, build resilient networks, prepare rapid response protocols
Opportunities:
Deploy IoT warning systems, develop disaster-proof solutions, lead sustainability initiatives
Energy Crisis
Volatile energy markets impact our operational costs & network stability.
Strategies:
Adopt energy-efficient tech, expand renewable usage, implement smart energy management
Opportunities:
Create energy management solutions, develop smart grid partnerships, pioneer green telecom
Critical Infrastructure Collapse
TelCo network's deep integration with other infrastructure systems creates complex vulnerabilities & dependencies.
Strategies:
Enhance redundancy, partner with infrastructure providers, deploy predictive maintenance
Opportunities:
Launch infrastructure monitoring solutions, offer consulting services, lead cross-sector collaboration
Financial Turbulence
Market instability affects our revenue streams, customer behavior & access to capital.
Strategies:
Strengthen risk management, diversify funding, create flexible pricing
Opportunities:
Develop fintech solutions, launch volatility-resistant services, explore blockchain applications
Creating New Business Models
1. SaaS+ Platform for Mid-Market Champions
Package software solutions into SaaS+ offerings, not just software, but 360° integrated consulting, managed services & digital marketing support.
Focus on Germany’s Mittelstand (mid-sized industrial “hidden champions”) that needs turnkey digital transformation.
While Capgemini & IBM target large enterprises, Telekom MMS can address midsize needs with end-to-end, subscription-based solutions (tech + consulting + operational support).
2. Zero-Trust Cybersecurity Fabric for Europe
Position Telekom MMS as go-to provider for compliance-focused, zero-trust architectures for mid-size to large EU enterprises.
Build a pan-European zero-trust cybersecurity platform that unifies identity management, threat intelligence & compliance monitoring, specifically tailored to strict EU regulations (GDPR, NIS2).
IBM & Accenture offer global security services, but Telekom MMS can provide an EU-sovereign layer of security that meets local data sovereignty requirements—crucial for many European clients.
3. Magenta Marketplace for Blockchain & Tokenized Assets
Platform to discover, test & deploy enterprise-grade blockchain solutions—backed by Telekom MMS’s Ethereum validation node experience & Deutsche Telekom’s vast, secure infrastructure.
While IBM & Accenture have blockchain consulting, Telekom MMS can create a marketplace bridging telecom grade trust with tokenization of real-world assets, enabling frictionless B2B or supply-chain solutions.
4. Ethical AI & Compliance Consortium
Establish a Europe-led consortium for Ethical AI solutions, uniting regulators, academics & enterprise clients in co-developing responsible AI frameworks.
Goes beyond typical AI consulting by creating a trusted ecosystem that merges Telekom MMS solutions with Telekom’s compliance expertise and academic/regulatory partnerships.
Differentiates from IBM’s “Ethical AI” by offering structured consortium approach, enabling co-innovation with clients & regulators.
5. Retail-as-a-Service 5G CX Platform
Fully integrated “retail innovation” platform that leverages augmented reality, 5G edge computing & advanced analytics.
Accenture, IBM & Capgemini offer retail transformation projects, but none can promise instant, edge-driven AR experiences or real-time customer analytics anchored in a powerful 5G network.
6. Edge-to-Earth Sustainability Platform
Become leading provider of integrated sustainability solutions combining IoT/edge devices, real-time analytics & climate-resilient infrastructure.
Differentiates from Accenture/Capgemini by offering an end-to-end platform (hardware + 5G + AI + sustainability consulting).
7. Metaverse-for-Industries Collaborative Platform
Create a new market for industrial metaverse applications, combining immersive training, remote maintenance & real-time data visualization for factories & logistics.
Differentiates from Accenture’s more general metaverse offerings by specializing in industrial use cases & tying it to Telekom MMS’s deep engineering know-how.
8. Digital Resilience-as-a-Service
Position Telekom MMS as partner of choice for enterprises navigating geopolitical risks through agile, multi-cloud & sovereign data services.
Differentiates from IBM/Accenture by offering Europe-centric data sovereignty and Telekom’s powerful cross-border network.
9. Magenta Quantum Leap
Develop quantum computing sandbox for secure, commercially viable quantum applications—a service seldom offered by oldschool consultancies.
While Accenture & IBM have quantum labs, Telekom MMS can couple telecom-grade security and real-time data flows with quantum simulation testing.
10. Blue Ocean Innovation Lab
Unite Telekom's telco resources & Telekom MMS’s digital expertise in open-innovation lab—co-creating new business models with select clients & startups.
Offer a one-stop environment for guided ideation, rapid prototyping, real-network testing & safer investment—something Accenture & Capgemini can’t replicate without Telekom's network advantage.
Engineering Marketing Persona with highest ROI
Demographics
The ideal decision-maker is a male, aged 38-45, residing in one of Germany's major innovation hubs like Munich, Berlin or Hamburg.
He is married with 2 children & holds an MBA from a prestigious German university (e.g., WHU, ESMT) complemented by a tech undergraduate degree in Computer Science or Engineering from well-regarded technical university (e.g., TU Munich, RWTH Aachen).
He represents the perfect blend of business acumen and technical understanding needed to drive innovation initiatives. Living in an upscale urban neighborhood, he maintains a healthy work-life balance while staying connected to the tech ecosystem through local innovation networks.
Professional Profile
The target persona holds the position of Chief Innovation Officer (CIO) or Head of Digital Transformation at a mid to large-sized German industrial company (€500M-2B revenue) in sectors like manufacturing, automotive or healthcare.
Their organization is established enough to have resources for innovation but agile enough to make quick decisions. With 10-15 years of professional experience & having risen through digital transformation roles, they earn an annual income of €150,000-200,000 plus performance bonuses.
They report directly to the C-suite & have significant influence over strategic technology investments with discretionary budget authority of €5-10M annually for innovation initiatives.
Psychographics
This persona is a progressive digital optimist who believes in technology's power to transform businesses but maintains a pragmatic approach to implementation.
They value data-driven decision making while understanding importance of quick experimentation. Their worldview is globally oriented yet focused on maintaining Germany's techcompetitiveness. They are environmentally conscious & believe in sustainable innovation.
Their lifestyle reflects their innovative mindset - they're early adopters of new tech, drive EV & actively participate in startup ecosystem as angel investor. They value collaboration & co-creation over traditional vendor relationships & believe in the power of ecosystems to drive innovation.
Information Sources
Pain Points
Customer Journey
Awareness
(1-2 months)
Consideration
(2-3 months)
Decision
(1-2 months)
Implementation
(3-6 months)
Key Decision Criteria
Technology Infrastructure
Access to cutting-edge AI, WWW, IT & tech infrastructure
Ecosystem Partnerships
Availability & quality of collaborators, mentors & specialists
Adaptability
Flexibility & scalability of the service model & tech stack
Proven Success
History of customer success stories
Collaborative Culture
Cultural fit & collaborative approach
Dominate Competitors with Creativity
Get-Who-To-By – Creative Strategy
Get (Target Group)
industrial enterprise executives
Who (Pain-point Insight)
wrestle with the sluggish speed of commercializing new business ideas
To (Desired Outcome)
contact Telekom MMS Blue Ocean Innovation Lab
By (Our most impactful Message or Offering)
showcasing we are the 1-stop-shop for guided ideation, rapid prototyping & real-network testing.
Artificial Intelligence vs. Creative Director
3 Creative Concepts made by LLMs
ChatGPT-4o, Claude 3.5 Sonnet & Gemini 2.0 Flash
3 Creative Concepts conjured by me
I took pen & paper & 3 hours time to think
1. Creative Concept "Speed Blueprint" (by AI)
Core Idea: A multi-platform interactive challenge where industrial executives “blueprint” their ideal product's journey to market, simulating processes in real time using digital twins.
Goal: Educate executives on inefficiencies while demonstrating the lab's efficacy by offering personalised roadmaps, not theoretical answers, therefore positioning the lab as both problem definer & problem solver – and high-impact accelerator.
Campaign Platforms:
Chain of Thought for "Speed Blueprint"
Inspired by "Everyday Tactician" campaign & connects real-world challenge with gameified approach.
2. Creative Concept "Chrono-Lab" (by AI)
Core Idea: An experience blending predictive analysis with real data to “age” a new industrial project in a simulated future scenario, from the viewpoint of your company.
Goal: Move beyond showing process to demonstrating impact in relevant scenarios, building up future scenarios of triumph that inspire bold action.
Campaign Platforms:
Chain of Thought for "Chrono-Lab"
"Used Barbie Dream Cars” sparked this by showing that even children want an easier, honest & better solution and it was linked to old school models
3. Creative Concept "Sentient Supply Chain" (by AI)
Core Idea: Use IoT mini AI-sensors within industrial components to communicate "real life journeys".
Goal: Illustrate both agility and awareness that’s essential for efficient supply chain operations using advanced tech as their competitive differentiator, that the innovation lab can not only supply but empower it's clientele with that kind of tech advantage.
Campaign Platforms:
Chain of Thought (1/2) for "Sentient Supply Chain"
Using concepts from both “Animal Alerts" to gather predictive intelligence, but pushing creative tech by implementing data collection points on products throughout their lifespan, like “Code my Crown” brought inclusion
Chain of Thought (2/2) for "Sentient Supply Chain"
Using concepts from both “Animal Alerts" to gather predictive intelligence, but pushing creative tech by implementing data collection points on products throughout their lifespan, like “Code my Crown” brought inclusion
1. Creative Concept – by Elias
Grand Bug, German Debug – 1/3
Germans are not known for their humour – but for obsessive engineering. That's why the world quotes: Made in Germany. Deutsche Gründlichkeit. German engineering: because the devil is in the detail. Engineering isn’t just a job in Germany—it’s a calling. In Germany, they solve problems by over-engineering them. Etc.
Core Idea:
The ultimate German tech brand Telekom leans 100% into the engineering stereotype to promote its Innovation Lab with a charming and engaging campaign. We use real Telekom MMS experts to solve humanity's biggest & most enduring "challenges" – which are small but globally known pain-points humanity accepts as given – but not us! Telekom MMS solves those challenges by engineering the hell out of them and filming every MVPs ideation, prototyping & beta-testing.
First-World Problems meet First-Class Engineering. Telekom MMS.
Engineering Obsession is our Passion. Telekom MMS.
1. Creative Concept – by Elias
Grand Bug, German Debug – 2/3
Baby’s Closed Mouth
Parents struggle to spoon-feed medicine & “green stuff”. We develop world's 1st "TV-screen-spoon" that entertains babies with fun live-streaming via Telekom network.
The Stuck Jar Lid
Petite people can't open tight jar lids. Telekom MMS solves this by creating a backpack with 2 strong robotic arms that open any jar – inspired by Dr. Octopus from Spiderman.
1. Creative Concept – by Elias
Grand Bug, German Debug – 3/3
Ideas for more "grand challenges" to be solved with creative engineering expertise:
Missing Sock Mystery
Spilling Coffee/Tea
Dropping Phone on Face lying down
Overfilled Trash Bag
Bad Hair Days
Hiccups at the Worst Time
Losing Your Keys
Persistent Earworm
Disappearing TV Remote
2. Creative Concept – by Elias
Museum of Engineers Tears – 1/4
Every great innovation is the result of gruesome iteration with failure after failure, etc. – until the lucky or persistent makers reach their final, glorious & working MVP and marketable product – after a long period of blood, sweat & tears.
Core Idea:
We create the "Museum of Engineers Tears" that celebrates the world's greatest innovations, their smart engineering, persistent work ethic, many fails, etc. – in a multimedia, AR & VR enhanced show that we also use for digital promos. We connect every innovation to a knowledge-graph feature that enables you to travel through a timeline of related technologies and engineering highlights, which leads all the way to today's Telekom's products & consulting services.
We sweat your business ideas. You save time-to-market. Telekom MMS.
Fast-tracking insecure Maybes to international MVPs. Telekom MMS.
2. Creative Concept – by Elias
Museum of Engineers Tears – 2/4
Lightbulb:
Edison tested thousands of filament materials—everything from bamboo fibers to platinum wire. Biggest engineering challenge was finding one that would glow brightly without burning out too quickly, all while ensuring a workable vacuum inside the bulb. Early prototypes burned out within seconds or minutes. Beyond the filament, Edison had to design entire power distribution systems (wires, meters, generators) to make electric light practical.
iPhone:
Apple had XP with iPod but not phones. Creation of multi-touch interface required developing new hard- & software. Team built multiple "fake" prototypes, repurposing iPod click wheels & stylus-based concepts that Jobs rejected. Each iteration exposed fundamental flaws. Engineers had to invent new touchscreen materials, solve finger-detection accuracy & integrate powerful macOS into mobile. Battery life & over-heating were nightmares. Designs ran hot & drained in hours. Jobs demanded glass screen at last minute, forcing redesign of manufacturing process. Final product is today's standard.
2. Creative Concept – by Elias
Museum of Engineers Tears – 3/4
Telephone
AC Motor
Radio
Television
2. Creative Concept – by Elias
Museum of Engineers Tears – 4/4
Transistor
Integrated Circuit
WWW
Mobile Phone
3. Creative Concept – by Elias
Kraut-Sourced Innovation Network – 1/2
Germany has one of the world's greatest engineering histories – but most organisations & processes nowadays seem stuck in gridlock & bureaucracy, while the rest of the world super-charges into a future that is exponentially accelerating due to the 4 transformational waves hitting us at once: AI, Biotech, Robotics & Quantum technology.
Core Idea:
Telekom MMS & Deutsche Telekom create the world's 1st innovation community with tech network backing and welcomes engineers, creatives & makers from all disciplines to join. Signup is with LinkedIn connect to verify identity & ease profile setup. We create a database of millions highly skilled domain experts & potential collaborators. We use it to contact experts with industry-specific skills, coordinate new initiatives, foster cross-collaborations – even outside of MMS projects, etc.
Millions of engineers power your ideas. Telekom MMS.
3. Creative Concept – by Elias
Kraut-Sourced Innovation Network – 2/2
Skill Upgrade Days
Kraut-Community experts present innovations in their area of expertise.
All members can apply with topics. Telekom picks best suggestions. Then stages & streams quarterly events.
Mastermind Recruits
We visit famous experts to sign them up for our innovation network.
Telekom interviews all "Mastermind Recruits" to gain & share their insights as our campaign activation.
Kraut-Kraft for Good
We mobilize Germany's innovation power for social good by posting engineering challenges from NGOs.
Telekom awards the best ideas with budget, resources & tech equipment.
Millions of Engineers power your Ideas.
Telekom MMS
