Deutsche Telekom Delivers A Welcoming Experience To Their Mobile Customers

Deutsche Telekom, the leading European telecommunications provider whose subsidiaries include the brand T-Mobile, produces native apps that are delivered to their mobile customers. Introducing new users to their system and apps is accomplished through a ‘Telekom Moment’ where immediately after setup customers will receive a welcome message, a permission request, relevant suggestions of Telekom’s & Partner’s apps, and notifications of special services.

Needing to deliver this Telekom Moment over a variety of devices, vendors, and countries, the challenge was to keep the content involved consistent and easily manageable. For this level of scale, Deutsche Telekom needed a content management setup that was flexible, user friendly, and had a reusable, JSON capable architecture.

1. Welcome Message - Introduce customer to Telekom Moment

2. Permission Request - e.g. App recommendation, automatic software updates

3. App Shelf - Telekom Apps, Partner Apps, Banner

4. Pushing services to customer when tapping home button

CASE STUDY

Company Profilewww.telekom.com With some 156 million mobile customers, 29 million fixed-network lines and more than 18 million broadband lines, Deutsche Telekom is paving the way for the gigabit society.

ApplicationHeadless CMS

Impact• Reduced development time and effort

• Global, role-based workflow forcontent creators

• Dynamic promotion of content

The 4 Step Telekom Moment

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IMMEDIATELY AFTER

OEM-SETUP

With the Telekom Moment being served to over 1.5 million users, Deutsche Telekom needed to reuse and personalize content in a way that respects their utmost dedication to customer privacy.

They needed the content to look perfect on all kinds of screens, to provide different welcome screens configured for different device models, and to ensure certain content was only available for certain contract options.

With their headless delivery setup, the content is created and stored presentation-neutral in the CMS. When a phone requests content it sends the device model to the back end. Each app has a whitelist of device models, and the

Previously, Deutsche Telekom was using a custom CMS that was complicated, not user friendly for content creators, and put a lot of strain on the development team. To make their work more efficient they started the search for an off-the-shelf solution.

As the content in question isn’t served out as web pages, but as JSON and XML across multiple vendors and types of mobile devices, flexibility was a key factor in their choice. Not only flexibility for content delivery, but also the flexibility to integrate with the rest of their open source infrastructure.

Deutsche Telekom chose to implement a headless setup of the open-standards BloomReach content platform to give both developers and content creators the flexibility they need.

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Flexibility was a Key Success Factor

“Looking from a technical viewpoint on different systems, we came pretty quickly to BloomReach and still after two years we can say that this is the perfect choice.”

Stefan BurkertProduct Manager, Deutsche Telekom

Dynamic Content and Data Privacy

“One of the weaknesses of earlier systems was that we didn’t have good account management for content managers,” states Stefan Burkert, Product Manager at Deutsche Telekom, “now with BloomReach we have content manager accounts with different roles like admin, editor and author. So we can always have two people looking at the content, one changing it and one publishing it, and that is something that we couldn’t do before.“

With a presence in over 13 European countries, having an efficient, multilingual workflow is critical for content publication. Now, with BloomReach, each content manager at Deutsche Telekom only sees the parts of content required for their territory - i.e., the French content managers don’t have access to the Dutch content, and vice versa, but both have access to relevant international apps.

Prior to BloomReach, managing international content was a complicated and tedious process done with a team of 3 people in Germany. Now, by having the core team able to reuse app structure across countries and give content creators regional, role-based access, content management has become much easier and more secure.

Global Account Management

CMS returns a list of apps/banners that is available for that device.

Strictly, no personal customer details are sent to the back end, so the remaining filtering is done client-side. The device of the logged-in customer will use their profile and the services booked to filter through the metadata-tagged list the CMS provides, along with a list of options from the Customer Relationship Management (CRM) system, to pick the most appropriate content to display.

The project was implemented with 3 developers and the solution went live in 6 months. In parallel, app development was done to align them with the new back end. The result? Faster time to market for content and regional apps.

This is because with BloomReach on the back end, reusing content and structure is all done through configurations instead of writing one-off code snippets. For example, one Deutsche Telekom app serves 18 brands in 13 countries with the language easily changed between them.

With this more agile style of development, it is much easier to create and scale content. There have been more than 1 million smartphones sold that deliver the Telekom Moment, and the company is set to see that number significantly increase.

Rapid Development & Scalability

About BloomReach

BloomReach software enables highly personalized digital experiences for retailers, banks, distributors, manufacturers, public service agencies and other enterprises. BloomReach has alchemized next-gen CMS, digital merchandising, site search and SEO into the world’s first open and intelligent Digital Experience Platform. The BloomReach DXP stimulates customer engagement and loyalty, even as it boosts conversion and increases revenue.

Learn more:bloomreach.com

“Recently, we invented different font colors for the welcome pages and that was a matter of few hours of development which, before BloomReach, would have been a few days plus planning.”

Stefan Burkert

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More than 1 million smartphones deliver the

Telekom Moment