“We already have an excellent reputation among experts as far as sustainability is concerned. Now it’s about the customers.“
René Obermann, CEO of Deutsche Telekom AG
Big changes start out small
René Obermann, CEO of Deutsche Telekom, explains the aims of the company’s new sustainability initiative.
Mr. Obermann, sustainable business practices are all the rage today. And the public demands them, even in the middle of the economic crisis. Is Deutsche Telekom simply riding the green wave?
No. Corporate social responsibility has been an important issue for Deutsche Telekom for a long time. For example, we’ve been active in climate protection for the last fifteen years. I think it’s good that these topics are now more in the public eye. And we talk about what we’re doing – with our new sustainability initiative.
No. Corporate social responsibility has been an important issue for Deutsche Telekom for a long time. For example, we’ve been active in climate protection for the last fifteen years. I think it’s good that these topics are now more in the public eye. And we talk about what we’re doing – with our new sustainability initiative.
In what way is it new?
It’s customer-focused. We already have an excellent reputation among experts as far as sustainability is concerned. This year, we have once again made the top of all the important sustainability rankings. But we don’t want to just pat ourselves on the back. Instead, we want to show how our customers can use Deutsche Telekom products and services to make a value contribution toward sustainability. We are encouraging people to act. Of course, customers have to decide for themselves if they want to join us or not. And we are eager to see how our initiative is received.
It’s customer-focused. We already have an excellent reputation among experts as far as sustainability is concerned. This year, we have once again made the top of all the important sustainability rankings. But we don’t want to just pat ourselves on the back. Instead, we want to show how our customers can use Deutsche Telekom products and services to make a value contribution toward sustainability. We are encouraging people to act. Of course, customers have to decide for themselves if they want to join us or not. And we are eager to see how our initiative is received.
You have introduced the motto “Living responsibility” for Deutsche Telekom’s CSR activities. This sounds like a long-term goal. How do you want to reach it?
The initiative is only one element of it. And it won’t end after three months but will continue well into the next year. But more importantly, we can’t just talk the talk, we have to walk the walk. Every one of us can do a bit more.
The initiative is only one element of it. And it won’t end after three months but will continue well into the next year. But more importantly, we can’t just talk the talk, we have to walk the walk. Every one of us can do a bit more.
More and more consumers are taking sustainability into account when they make a purchase. How is Deutsche Telekom adapting to this trend?
One important aspect of sustainability for our customers is energy efficiency, and we are catering to this demand. Our new Sinus telephones, just to give an example, use around half as much energy as the previous model. In addition, digitization of products allows us to use fewer resources. Online billing and music downloads, for example, save paper and plastic.
One important aspect of sustainability for our customers is energy efficiency, and we are catering to this demand. Our new Sinus telephones, just to give an example, use around half as much energy as the previous model. In addition, digitization of products allows us to use fewer resources. Online billing and music downloads, for example, save paper and plastic.
These are examples from your consumer divisions. What about your corporate customers?
Corporate customers can save even more, of course. And economics and ecology often go hand in hand. By outsourcing their ICT operations, businesses not only reap significant savings – they also automatically use fewer resources. Small and mid-sized companies, in particular, can benefit from using a data center instead of investing in an in-house secure data-storage solution.
Corporate customers can save even more, of course. And economics and ecology often go hand in hand. By outsourcing their ICT operations, businesses not only reap significant savings – they also automatically use fewer resources. Small and mid-sized companies, in particular, can benefit from using a data center instead of investing in an in-house secure data-storage solution.
Sustainability is more than just eco-friendly products and services. What is Deutsche Telekom doing in other areas?
We contribute in areas where we can leverage our strengths to make a significant impact. Take our education initiatives, for example. Telekom@School provides free Internet access to more than 34,000 schools around Germany, and the Telekom Foundation supports education in key subjects of mathematics, IT, natural sciences and technology. But we are also researching how ICT can make a difference to our already increasingly digital society, for example with our telemedicine projects. And the new “Yes, I can” initiative supports projects in disadvantaged neighborhoods that help underprivileged children and young people develop their talents and skills.
We contribute in areas where we can leverage our strengths to make a significant impact. Take our education initiatives, for example. Telekom@School provides free Internet access to more than 34,000 schools around Germany, and the Telekom Foundation supports education in key subjects of mathematics, IT, natural sciences and technology. But we are also researching how ICT can make a difference to our already increasingly digital society, for example with our telemedicine projects. And the new “Yes, I can” initiative supports projects in disadvantaged neighborhoods that help underprivileged children and young people develop their talents and skills.
What role does sustainability play in Deutsche Telekom’s day-to-day business activities?
It is playing an increasing large part. First, all electricity for our German sites is offset by renewable energy certificates. And we invest a great deal in providing training opportunities to a large number of young people. Around 11,000 youths are currently enrolled in cooperative education programs at Deutsche Telekom.
It is playing an increasing large part. First, all electricity for our German sites is offset by renewable energy certificates. And we invest a great deal in providing training opportunities to a large number of young people. Around 11,000 youths are currently enrolled in cooperative education programs at Deutsche Telekom.
These are all internal projects. What kind of demands do you make on stakeholders, partners and suppliers?
That’s a key point because, of course, we don’t work alone. We have defined clear standards for our suppliers, especially when it comes to environmental and social issues. An increasing number of our providers and suppliers must first be screened. We also strive to make our direct and indirect suppliers aware of these important issues. For example, we are participating in a project in China launched by the German Chamber of Industry and Commerce that aims to make small and mid-size companies more conscious of health and safety in the workplace and environmental protection. We want to be able to sell their products to our customers with a good conscience. Deutsche Telekom is a major player, and we can make a significant impact because we purchase from many suppliers.
That’s a key point because, of course, we don’t work alone. We have defined clear standards for our suppliers, especially when it comes to environmental and social issues. An increasing number of our providers and suppliers must first be screened. We also strive to make our direct and indirect suppliers aware of these important issues. For example, we are participating in a project in China launched by the German Chamber of Industry and Commerce that aims to make small and mid-size companies more conscious of health and safety in the workplace and environmental protection. We want to be able to sell their products to our customers with a good conscience. Deutsche Telekom is a major player, and we can make a significant impact because we purchase from many suppliers.
