The value of Tlc: Iliad Italia is the brand that rises the most in the world – News – ChiNews

More sims than people in the world. The latest update of the Ericsson Mobility Report reported precisely this data: a 2021 closed with about 8.2 billion mobile cards and 104 percent penetration rate. These numbers give a measure of what telecommunication services have come to represent. And the needs related to the pandemic from COVID-19 with life and work regulated remotely especially in the lockdown phase, they have made its centrality even clearer.

© Provided by Il Sole 24 Ore

Yet the spark does not strike between telco and users. No falling in love. The image of this “missed opportunity” emerges clearly from the numbers of “Brand Finance Telecoms 150”: the report of the consultancy company that examined the 150 main telcos in the world ordered by trademark value, that is, by value originated from image and reputation. The value is set at 1 January 2022 on the basis of marketing and financial data for November 2021.

Load Error

This value for the industry has risen on average by 9% compared to last year, but has not yet reached the pre- Covid . And more than in 2020, the average growth among the 150 main telcos in the world (+ 2.8%) does not hold up compared to that of the 500 main cross-sector brands examined by Brand Finance (+ 14.7%).

The comparison between sectors is merciless in this sense. Considering the 500 brands at the base of the general ranking produced by the English consulting firm, the 36 that fall into the category Tlc have seen their value increase compared to pre-Covid by 4.4%: well less than the + 93.6% of the pharmaceutical industry that leads the way.

The difference is also relevant when comparing tech companies and media & social networks. The 50 tech brands led by Apple, Microsoft and Samsung grew on average by 42%; the 30 media brands led by Google, Facebook and WeChat by 33 percent.

Some have done worse: cosmetics -21.3%; aerospace and defense -27.1%; real estate -35.6 per cent. But it is little consolation for a sector so present in everyday life, but often crushed by disputes with consumers over transparency and conditions or even by a sense of “commoditization”. Tlc services as a commodity, therefore. Yet, as the latest Asstel report revealed, the weight of investments rose to 26% of revenues.

Video: Ukrainian crisis, Volpato (Banca Mediolanum): “Volatility on the markets represents an opportunity” (Mediaset)

Play video again

SETTING

INACTIVE

HD

HQ

SD

THE

Skip ad

The American Verizon is confirmed first in the ranking with 69.7 billion dollars of trademark: + 1.1% year on year and + 9% compared to the pre-Covid values ​​of January 1, 2020. With 60.2 billion dollars , Deutsche Telekom overtakes AT&T (47 billion) and rises to second place. What rewarded in this case was above all the activity in the USA of the subsidiary T-Mobile with the brand purpose of “T”, «helping the community to be connected» which seems to have made a breakthrough.

The Italy of telcos measured by Brand Finance, for its part, takes home a record. And it is of Iliad Italy. Growing 109% year on year, it is the brand whose value is growing the most in the world. Today the company led in Italy by CEO Benedetto Levi ranks 130th in the report with a value of $ 447 million compared to last year’s $ 214 million. Of course, the relatively low value, especially in 2020, has an impact on this dynamic. But Brand Finance notes that 51% of Italians like Iliad and not only 7% like it. And in his analysis he points out how to reward both “good value for money” and the fact that users see this service as “different, innovative, cool and modern”. Furthermore, and this is far from secondary, in the Brand Finance survey carried out in November, Iliad was included, by 69% of those who know the brand, in the list of operators considered for a migration from their operator.

The palm of the highest value for the telcos operating in Italy goes instead to Vodafone: $ 19.5 billion. In this case, it is necessary to consider that the value expressed is the value of a Tlc multinational that operates on many markets and that is positioned, stable, in eighth place.

In 22nd place it ranks Timwith a brand value of $ 7.4 billion and a growth of 23% that took it from 25th to 22nd place. An important recognition for the former monopolist grappling with a relaunch phase now entrusted to the new one to Pietro Labriola who will present the new industrial plan on Wednesday.

The other big, Wind Tredrops to 57th position: one less than the year before and a value of 2.3 billion dollars. «A bit like Tim, after a few waning years, Wind Tre is recovering; in fact, compared to the precovid values ​​it grows by 19.5% »explain from Brand Finance.

Finally, Fastweb is doing well, growing by 5 positions to 1.1 billion dollars thanks to + 12.5% ​​year on year and + 23% compared to January 1, 2020. It will be interesting to observe the impact of the purpose “You are future ”just launched by the Swisscom subsidiary. And understand how much messages like this can unhook the sector from the price war that has been going on for years.

It is no coincidence that consolidation has increasingly become the key word. Linkem and Tiscali are already at work. But Iliad’s 11.2 billion euro assault on Vodafone Italia, unsuccessful for the moment, is the clearest sign that the point of no return has been passed. Creating value (and abandoning the path of value destruction) is imperative.