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Telefónica Deutschland Magazine 2015 shaping the leading digital Telco The visualisation of an algorithm Data is an important raw material of digital­ isation. Its true potential is revealed through the structuring force of algorithms. The latter transform large data volumes into insights on which many ideas and solutions for all areas of life will be based in the future – from mobility to health, private consumption to public adminis­ tration. Our cover image shows you an algo­ rithm in action. It factors lots of different data and parameters into its calculations, recognises clusters, pools trends and thus turns data into findings. The algorithm is a central design element of digitalisation and therefore a major design element for our Annual Report this year. The digital revolution is touching all areas of business and society. It is changing the way we live and work. The telecommunications industry is a significant driver behind making this digital future a reality. It is therefore undergoing a fundamental revolution itself – technologies, processes and business areas are changing at a tremendous pace. The use of mobile data services is constantly on the up. It is now possible to create new applications that nobody would have conceived of a few years ago. In addition, the Internet of Things is catapult­ ing data traffic into a brand­new dimension. Telefónica Deutschland is the pacemaker of digitalisation in this dynamic market. At the same time, our company is making great progress on the integration following the merger with E­Plus. In 2015, we laid the foundations and developed the blueprint for the future Telefónica Deutschland. In 2016, we will forge ahead with this integration and the digital reorganisation of the company. We are forming a new organisation that will allow us to best serve the changing telecommunications market of the future and offer our customers the best experience in every respect. We are shaping the digital transformation such that Telefónica Deutschland becomes one of the winners of the digital revolution. This transformation centres on two key raw materials of digitalisation: IP connec t­ ivity, i.e. Internet­based connections, and data analysis. They form the core of our business and will be provided by a reliable and highly efficient factory in our future organisation. Our goal here is cost leadership and high performance. In future, we will make much greater use than we have before of the advantage of having large quantities of data that only we have access to as a net­ work operator. By analysing this data, we can improve our own products and tap into new areas of business. At the same time, we will make sure people retain sovereignty over their data and remain the masters of their own digital lives. On the basis of these two raw materials, flexible, fast market units will bring attractive offers to market almost in real time. Alongside the three market units for our existing customer segments, Advanced Data Analytics and the Internet of Things are two additional units that will grasp the new opportunities provided by digitalisation. This line­up gives Telefónica Deutschland a simple and clear structure. Thanks to our lean and efficient business model, we can increase profitability and free cash flow, maintain our financial flexibility and create attractive value for our shareholders. We will thus achieve our aim and become Germany’s Leading Digital Telco. www. annualreport. telefonica. de The Annual Report is available online in German and in English. 04 18 Enhance Enable 6 20 Review of the Financial Year – Digital for the Best Customer Experience – Five Questions for Rachel Empey (CFO) Interview with Markus Haas (COO) 10 24 New Apps and Solutions Visit to the for a Digital Lifestyle Digital Command Centre 12 28 Successful Partner The Algorithm for Business the Best Network 14 34 Network Integration The Right Brand Milestones for Everyone 36 52 Empower our share 38 54 Our Vision 2020 – Letter from the Management Board Thorsten Dirks (CEO) talks to Employees 57 42 Telefónica Deutschland Well Connected in the as an Investment Internet of Things 62 45 Highlights Financial Year 2015 Germany on the Move – New Findings through Advanced Data Analytics 64 Investor Relations 48 Retaining Sovereignty over Digital Life – 68 An Essay by Thorsten Dirks (CEO) Financial Calendar & Contact 4 ENHANCE In the first year after the merger with ­E Plus, we have considerably enhanced our performance. As the largest mobile telco player in Germany, we drive the momentum in the market place. We have deliver­ ed on our expectations and are making rapid progress with our integration program, which enables us to capture accelerated synergy contributions. In add­ ition, we le verage our strong network and distribution assets to prepare the ground for the best digital cus­ tomer experience. We have laid the solid foundation for becoming the Leading Digital Telco. 5 Review of the Financial Year » The foundation is laid. « — Five questions for Rachel Empey, CFO, Telefónica Deutschland Telefónica Deutschland — 2015 6 » Looking at 2015, this was a very successful year — Rachel Empey is Chief Financial for us. We have Telefónica Deutschland — 2015 Officer (CFO) of Telefónica managed to meet Deutschland Holding AG. She is responsible for Finance and our expectations Corporate Strategy. and even to exceed some. « Telefónica Deutschland has completed the first financial year following the merger with E­Plus. Where does the company stand today? — Rachel Empey: Looking at 2015, this was a very successful year for us. We have managed to meet our expectations and even to exceed some. We are now on eye level with the competition, we even have the biggest mobile customer base now in Germany. In 2015, that has allowed us to really focus on our exist­ How did you proceed with ing customers, and to save money by not needing to the synergies? acquire as many new customers in the market place. Of course, we have also made great strides in captur­ — E m p e y : Of course, the synergies were strategi­ ing synergies and that has created a lot of value for us. cally important to us in 2015 and we wanted to make We have been able to make a lot of progress integrat­ sure that we maintained our focus on the important ing E­Plus and Telefónica Deutschland and that has projects. We had the execution of the leaver program really laid the foundations for us as a company to and here we were able to achieve more than half of focus on transformation in 2016. the planned reductions for 2018 already in 2015. We 7 Review of the Financial Year » We have been able to make a lot of progress integrating E-Plus and Telefónica Deutschland. « Telefónica Deutschland — 2015 also looked very closely at our distribution network infrastructure. Thirdly, and very importantly of and were able to hand over 300 stores to Drillisch and course, we want to complete the leaver program as make a further reduction which was very important soon as possible, to give clarity to all of our employees for establishing the right cost base going forward. So and to have a finalised structure for the organisation focussing on key projects that we were able to deliver going forward. In particular within the call centre area, very well helped us to hit that all important synergy we are looking to carve out the call centres into indi­ target. vidual subsidiaries to give us a common platform and comparability across all of our locations. And finally, So is the integration complete? another important project is the handing over of our IT operation activities to an external partner, which — E m p e y : No, we still have a lot of work to do. Let will also help us in having some consistency and a bet­ me give you some examples of the projects we are ter set­up across the organisation. working on in 2016: Firstly, we are working hard on bringing the networks together. That is going to give That means you will achieve us a great customer experience as we will have a bet­ the synergy targets? ter, denser network infrastructure, but at the same time we are going to be able to realise those all impor­ — E m p e y : We are very confident that we are go­ tant cost savings. Another example of a project we are ing to meet the synergy targets with all of the pro­ working on is to streamline our IT systems and our jects that we have in place. It is clearly very important brand infrastructure. That is going to be a great plat­ for us to focus on that. We already realised 35 % of form for us to create a more efficient and better set­ those synergies in 2015 and there will be an incremen­ up for cost savings going forward in terms of our IT tal around 150 million of synergies in 2016 that will 8 Review of the Financial Year take us to over 50 % of the full synergy run rate al­ ready in 2016. That puts us in a great position to im­ prove the profitability of the business – and of course to ensure financial flexibility and continue to deliver » 2016 will really great shareholder remuneration. provide the plat- What is your forecast for 2016 form for us to and what strategy is the company pursuing? drive the future — E m p e y : We are very confident that 2016 will be growth of the another successful year for Telefónica Deutschland. We expect again a market that is fast moving, and par­ business. « ticularly a very dynamic market in the non­premium segment that we have already seen in 2015.

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