Our social responsibility is concentrated on four key focuses. They form the basis for our contribution to sustainable development and the success of our business over the long term.
The information and communication sector is a motor for economic and social development throughout the world. This sector is undergoing boom growth and its progress has to be structured in a sustainable way. The sector therefore has a responsibility to address the economic and social effects of its actions. We take this challenge extremely seriously. We take steps to ensure that everyone benefits from the opportunities available and that potential disadvantages for the environment and society are avoided as far as possible. A study carried out by the Global eSustainability Initiative formed the basis of a forum for debate between customers and employees in spring of 2008 on the central challenges and focuses of our commitment in Germany.
Focuses of our strategy
On the basis of the global CR strategy of Telefónica S.A., we used the results of the discussion with customers and employees as well as the reputation measurements from the year 2008 to define a binding CR strategy. This is derived directly from our business activity as a telecommunications provider and simultaneously assists us in achieving our strategic corporate goals. Our CR strategy is focused on four key issues:
Focuses of our strategy
On the basis of the global CR strategy of Telefónica S.A., we used the results of the discussion with customers and employees as well as the reputation measurements from the year 2008 to define a binding CR strategy. This is derived directly from our business activity as a telecommunications provider and simultaneously assists us in achieving our strategic corporate goals. Our CR strategy is focused on four key issues:
Communication of media competence
In the age of social networks, people across the world are making use of the Internet with increasing intensity to nurture and maintain relationships. Online trading and banking present consumers with a burgeoning array or new demands. Children and teenagers in particular, and often their parents, frequently require support to make use of these new possibilities so that they are able to determine their own approach. A responsible approach to the media and an individual's personal data is absolutely essential. Users also need to be aware of the diverse potential applications offered by our technology.
This new framework presents many different challenges for providers of telecommunication products and services. The statutory regulations mean that we have created the technical parameters within the networks that allow safe and open exchange of information, while at the same time permitting the private sphere to be protected. We also have to take a responsible approach to personal data within our company. Another challenge we have to address is strengthening the competence of users in their use of our products and services.
We raise the awareness of children, teenagers and parents for sensible and responsible use of mobile phones and the Internet.
Digital access
Analysts in the field project that people in Germany will use their mobile phones even more intensely in the future. They believe that this growth in usage will be driven by the plethora of new packages available for mobile Internet applications. This is an area where social networks, banking news, and leisure packages will also play an important role.
Telecommunications providers can facilitate access by consumers to mobile communication by offering rates that are tailored to different age and income groups, as well as taking account of different communication profiles and lifestyles. Providing special products and services for people with disabilities is a particular challenge.
We want to empower people to use the opportunities offered by telecommunications, particularly disadvantaged groups such as individuals in socially deprived situations and people with disabilities.
Commitment for employees
Competent, dedicated employees bring success to a company. They define the company's image in the public domain and ensure that customers have confidence in the brand, the products and the services. A key factor involves employers taking responsibility and creating a corporate culture which motivates people. This includes career training, sports and health packages, as well as clear values and principles for conduct.
The onward march of demographic change is presenting companies with new challenges, particularly in Germany. They have to retain the loyalty of their well-trained employees and compete for the shrinking pool of talent to forge the upcoming generation of the workforce. Getting the work-life balance right is therefore increasingly important, and it involves helping mothers and fathers to harmonise the routine of their careers with family life. The role models provided at management level are key for all these issues, and they form the platform for a healthy corporate culture.
Fairness is the top priority for our approach to employees. We create a working environment where everyone is motivated and committed to achieve the goals of our company.
Responsibility for the environment and the community
Climate protection presents a major opportunity for telecommunications companies to demonstrate their sense of responsibility. One example in this field is the importance of using energy efficiently in the networks. At the same time, their products and services can contribute to reducing CO2 emissions, for example by web conferences that can replace business trips. Avoidance of waste and recycling materials also make important contributions to environmental protection.
Stakeholders have rising expectations that companies should take responsibility beyond the boundaries of their immediate corporate environment. This entails ensuring that agreements are reached with suppliers in future with the aim of maintaining and improving social and environmental standards throughout the entire supply chain. Ultimately, responsibility also needs to be demonstrated in an open dialogue about risks - this is the expectation of customers, local communities, authorities and government. It includes transparent information about products and their effects on human health.
We want to minimise the potential negative influences of our business activities on the environment and society. This includes issues such as data protection and ensuring that young people can operate in a safe environment, compliance with rules that extend beyond the statutory regulations, and climate and environmental protection.
Our approach to implementing Telefónica O2 Germany strategy
We take responsibility particularly seriously in areas which are closely associated with our core business and where we are therefore able to make a big impact. Measurability is a major factor because we set ourselves ambitious goals and use key data to measure what we have achieved. This includes the quarterly evaluation of our reputation. We are in continual dialogue with our stakeholders with a view to taking up new challenges at an early stage. Learning is important to us because we want to put words into actions. We are therefore using the results of discussions with our stakeholders to review our activities and make any necessary adjustments.
We take responsibility particularly seriously in areas which are closely associated with our core business and where we are therefore able to make a big impact. Measurability is a major factor because we set ourselves ambitious goals and use key data to measure what we have achieved. This includes the quarterly evaluation of our reputation. We are in continual dialogue with our stakeholders with a view to taking up new challenges at an early stage. Learning is important to us because we want to put words into actions. We are therefore using the results of discussions with our stakeholders to review our activities and make any necessary adjustments.
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