Gartner for Marketers Research

Gartner L2 Digital IQ Index July 13, 2018

Mobile Operators Europe 2018

The long-anticipated tipping point in telecoms may finally be here. As European mobile operators collaborate with OTT services to lure customers into switching providers, AT&T in the U.S. is competing directly with OTTs like Netflix and Hulu by bulking up in a downstream acquisition of Time Warner. Compared with AT&T, Time Warner properties CNN and HBO bring significant digital expertise to the table. Meanwhile, in Europe, no brand stands out as a well-rounded innovator, reflecting a herd mentality toward digital. European mobile operators must establish strong digital fundamentals as they enter a new era of competition if they want to break away from the pack.

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    Rankings

    48 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Orange France

    Genius

    2

    O2 UK

    Gifted

    3

    Giffgaff

    Gifted

    4

    KPN

    Gifted

    5

    Deutsche Telekom

    Gifted

    6

    Vodafone Spain

    Gifted

    7

    T-Mobile

    Gifted

    7

    Telekom Hungary

    Gifted

    9

    EE

    Gifted

    10

    Turkcell

    Gifted

    11

    1und1

    Gifted

    12

    Tele2

    Gifted

    13

    Vodafone Germany

    Gifted

    14

    TIM

    Gifted

    14

    Vodafone UK

    Gifted

    16

    Bouygues

    Gifted

    16

    Movistar

    Gifted

    16

    Vodafone Portugal

    Gifted

    19

    Vodafone Italy

    Gifted

    20

    SFR

    Gifted

    21

    Cosmote

    Gifted

    21

    Wind Greece

    Gifted

    23

    Meo

    Average

    23

    Orange Spain

    Average

    23

    Telenor

    Average

    23

    Three UK

    Average

    27

    Congstar

    Average

    28

    O2 Germany

    Average

    29

    NOS Media

    Average

    30

    Turk Telekom

    Average

    Digital IQ Year-Over-Year

    Active View:

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

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