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Telkom Unified Brand Platform
Case Study

A strategic vision to unify one of SA’s oldest brands

Once upon a time, Telkom had many different sub-brands on many different platforms. But that’s a thing of the past thanks to an online customer experience that incorporates sales, service, and a single brand.
Challenge
A change in leadership sparked a new need for a monolithic Telkom brand that brought together multiple sub-brands. How could we bring that all together for one of SA’s biggest names?
Solution
We partnered with Telkom to unify the different sectors of their business into a coherent online customer experience that drove sales and service.

A complex problem

There was inconsistent visual language across Telkom business, home and mobile platforms, as well as a fragmented user experience caused by multiple disparate platforms. To top it off, we needed to deal with a complicated information architecture that hindered product discovery and exploration.

Underneath it all 

Beneath what the end user saw on the outside was a web of legacy systems that didn't talk to each other and created a whole lot of business risk. 

A complex problem

There was inconsistent visual language across Telkom business, home and mobile platforms, as well as a fragmented user experience caused by multiple disparate platforms. To top it off, we needed to deal with a complicated information architecture that hindered product discovery and exploration.

Underneath it all 

Beneath what the end user saw on the outside was a web of legacy systems that didn't talk to each other and created a whole lot of business risk. 

A strategic vision based on a modular framework

Our strategy centred around three focus areas: e-commerce, key product pushes, and a much-needed service channel for the end user. The platform framework was based on these three areas, making it modular enough to adapt as the needs of the business changed over time.

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A veneer that enabled the vision

While work started on a new ‘Mothership’ site for a monolithic brand, a fresh new veneer overlayed all Telkom digital sites and gave the end users of the various sub-platforms a single entry point into the Telkom world. This was, however, a temporary fix that allowed us to perfect the mammoth change that was to come. 

A veneer that enabled the vision

While work started on a new ‘Mothership’ site for a monolithic brand, a fresh new veneer overlayed all Telkom digital sites and gave the end users of the various sub-platforms a single entry point into the Telkom world. This was, however, a temporary fix that allowed us to perfect the mammoth change that was to come. 

The Mothership

While solving the first part of the problem with the veneer, we were hard at work creating this single, monolithic presence for one of Africa’s biggest brands. The Mothership – as it came to be known – was an immediate success, a legacy that lives on to this day.

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Result

Telkom saw significant increases across all business, technical and consideration metrics. These included bounce rate, pages per visit, content engagement, conversion rate, site speed, and site uptime – all significantly improved.

4 X

Increase in leads YoY

5 X

Increase in self-service YoY

3 X

Increase in unique users YoY

4 X

Decrease in comparative CPL YoY 

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