New communications and information technologies are having a major effect on consumer behavior. The socialization of the Internet – summarized in the term Web 2.0 – and the convergence of previously separate end user devices and communications services mean that the providers need to find new ways of reaching their customers. The Telco 2.0 can take the opportunity to set up an e-sales portfolio based on IT and telecoms competence which makes it possible for their business customers to reach their own customers in the Web 2.0 world. Telecommunications providers in mature markets can gain access to new growth using this type of B2B2C business model. The example of mobile end user devices illustrates how customers can be reached throughout their entire lifecycle – from information to transaction through to the use of services and products.

Every sales and marketing organization has to face up to changes in its customers’ behavior. The main drivers of these changes are the present lifestyle trends such as the Web 2.0 phenomenon and the convergence of fixed and mobile networks. The effects that these developments have on social behavior can best be seen in the customer group of 12-30 year olds – here the use of communications methods such as chats or SMS is a firmly integrated part of their daily lives, and services such as YouTube and Flickr are accepted as given. Some of the main attributes of the changes in consumer behavior resulting from new ICT technologies are interactivity, mobility, transparency, fragmentation, and user friendliness.


With growing interactivity and the availability of back-channels throughout all media the consumers are able to give immediate feedback and to become providers themselves. The consumer wants to be able to use this service 24/7 and expects fast reaction times. The barriers between fixed and mobile networks are breaking down. Infrastructure and services are converging. Mobility means that the users expect to be able to use services without geographic limitations and to be able to take advantage of lower prices through combined usage of different interfaces. Over and above this the user wants transparency. Information about products and services must be made available. The user not only accesses producer information but also refers to other opinions and forums on the Internet for independent views. Prices are compared using search machines. Spurned on by eBay, Google, Amazon & Co. the consumer expects a wide range of information and products (fragmentation). Each consumer expects to find an offer which fits their specific demands – however unusual these should be. A sales and marketing concept which concentrates on mass markets using the ‘watering can’ method will become less and less successful at reaching its target groups. The demands concerning user-friendliness are very high. Electronic services and interfaces need target-group specific, intuitively understandable user interfaces. Breaks in media are to be avoided.
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