Observed Signal · Sep 7, 2021 · Partnership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Deutsche Telekom Boosts Customer Interactions with Yext
Deutsche Telekom, in partnership with Yext, reports notable gains in online visibility and customer engagement during the pandemic. The average monthly star rating improved from 3.8 to 4.7, and website clicks from Yext Listings rose by 101% when comparing January 2019–July 2019 to January 2021–July 2021. Appointment bookings climbed to about 80,000 per month, making on-site bookings a major consumer contact point. Since 2018, Telekom has deployed Yext’s Listings, Pages, Managed Duplicate Suppression, and Reviews to keep around 400 German shops’ data accurate across platforms such as Google, Bing, and Facebook. The data updates helped communicate changes in pandemic regulations and ensured accurate store information. Quotes from Deutsche Telekom’s Björn Weidenmüller and Yext’s Tobias Dahm underscore the approach’s value, with plans to continue the collaboration.
Industry-relevant case study demonstrating MarTech impact; not a major platform release or earnings moment.
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Key Takeaways & Evidence Grounding
- Deutsche Telekom and Yext achieved a 101% increase in website clicks from Listings (Jan 2019–Jul 2019 vs Jan 2021–Jul 2021).
- Average monthly star rating rose from 3.8 to 4.7.
- Appointment bookings reached about 80,000 per month.
- Approximately 400 Telekom Shops nationwide were updated with accurate data via Yext (Listings, Pages, Managed Duplicate Suppression, Reviews) since 2018.
- Data published to Google, Bing and Facebook via the Yext platform to reflect current store information.
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Former Telekom Media Chief: Advertisers Must Price in Bots
At the AGF Forum in Frankfurt, Norman Wagner, Managing Director of Pion3ers and former media chief at Deutsche Telekom, demonstrated live how easy it is to create a fully AI-generated magazine and generate fake traffic using bots. He argued that a majority of online content and traffic now comes from bots, making it extremely difficult for advertisers to measure true reach and effectiveness. Wagner believes that technology alone cannot solve the problem and instead advocates for 'common sense' and independent measurement. He suggests that walled gardens that do not allow independent verification should face a price discount. He also highlighted the potential of AI in contextual brand safety, noting that keyword-based negative lists incorrectly classify 70% of news environments as unsuitable.
Magenta TV Wins Platform of the Year Award
Magenta TV, the streaming platform of Deutsche Telekom, has been named 'Platform of the Year' at the HORIZONT Sportbusiness Awards. The recognition follows its record-breaking coverage of the 2026 FIFA World Cup, which attracted over 200 million viewers across more than 1,000 hours of programming. In an interview, Magenta TV's head Arnim Butzen, product manager Joachim Abel, and marketer Jörg Richartz discuss the platform's success factors, including its extensive sports rights, innovative production techniques, and strong marketing campaigns. The award highlights Magenta TV's growing significance in the German sports broadcasting and advertising market.
Deutsche Telekom Targets €2.5B AI Cost Savings by 2030
Deutsche Telekom announced at its AI Investor Day in Bonn plans to leverage AI to save approximately €2.5 billion in indirect annual costs by 2030, a significant increase from the €1.1 billion target for 2027. The company aims to grow AI-related enterprise revenue outside the US to €800 million by 2030, up from around €250 million this year. Key achievements include the 'Frag Magenta' (Magenta AI Assistant) handling 2.6 million calls in H1, reducing customer service calls by 55% at T-Mobile US, and the 'RAN Guardian Agent' cutting network response times to one minute. Telekom has trained over 100,000 employees on AI tools like AskT, ChatGPT Enterprise, and Microsoft Copilot, and founded Syntelligence with SoftBank to develop telecom AI solutions. CEO Tim Höttges highlighted AI's role in smarter networks and new business models, including 'sovereign AI' for enterprises and public institutions.
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