Doing business globally, developing innovations and shaping a sustainable future are the main attributes of Deutsche Telekom's growth strategy.

Consequently, one of the company's aims that reflects the corporate philosophy applied throughout the company reads "We help people towards a better future" - a motto to which the company has felt duty-bound for years and which is voiced by its corporate vision and values, T-Spirit.

In this way, Deutsche Telekom formulates its claim as one of the leading companies in the telecommunications and information technology sector that plays an active part in shaping the future of society.

This is a claim that also sums up the company's understanding of social responsibility.

Social responsibility

A large-scale company like Deutsche Telekom cannot act independently of social developments. It is always embedded in complex economic and social relationships.

This fact is also borne out by Deutsche Telekom when developing funding strategies and sponsorship plans.

The transfer of innovative ideas and services to social development processes is at the heart of this.

In so doing, the company is making a valuable contribution to social advancement in many areas of life.

The aim of Deutsche Telekom's corporate responsibility (CR) activities is to enable everyone to reap the benefits of its economic strength and innovative capability.

This commitment is not a mere charitable deed but also an investment in improved relations with the company's social, political and economic environment.

As a listed company, Deutsche Telekom has to observe the diverging interests of various stakeholders.

The motto of Deutsche Telekom's CR is "Responsibility for tomorrow." It is not just a striking advertising slogan but a clear commitment to sustainable management geared towards the future.

Deutsche Telekom's contribution to society is as multi-layered as the group company itself. Reasoned and purposeful commitment is what is called for here.

It is a basic requirement to support and carry out projects, which are in line with the overall strategy and the company's core business areas.

For this reason, Deutsche Telekom has defined six focal areas: economy and society, research and innovation, environment and health, young people and education, social and regional issues, and sport and culture.

The company has already been involved in these areas for years and is providing momentum for innovation and competitiveness in Germany.

It recognizes CR as an entrepreneurial development of a modern economic and social policy, which provides a clear alternative to regulatory concepts.

Technology and innovation

"We are not only a part of the events on the market but a responsible member of the society in which we work and live. Actively helping people and locations towards a liveable, successful future - that is the demand that lies at the heart of our CR activities," Kai-Uwe Ricke, chairman of the Board of Management of Deutsche Telekom, explains the CR commitment of his company.

The best example of this is the funding of innovative broadband information and communication technologies.

Using these technologies will make a considerable contribution to improving quality of life in all areas of society.

"In a globalized knowledge and information society, we need professional general conditions and an efficient infrastructure for the communication systems of tomorrow," Ricke said.

In May 2006, Deutsche Telekom launched the "T-City" contest. It is aimed at German cities with a population of between 50,000 and 100,000 and calls for project ideas for visible networking of as many spheres as possible.

Alongside the winner of the future "T-City," Deutsche Telekom wants to show the opportunities innovative broadband information and communication technologies offer for the economy, institutions, public organizations and ultimately for daily life.

The winning city will be connected to Deutsche Telekom's high-speed fibre-glass network and will receive access to broadband mobile communication services.

Deutsche Telekom has designed future-proof conditions in which people will enjoy living and working.

The group company has also demonstrated strong commitment to education.

Deutsche Telekom is leading the way in connecting schools to the Internet.

Over the past decade, it has made contributions with initiatives such as "Schulen ans Netz" (schools online) and "T@School," giving young people access to the Internet and helping them handle computers and the Internet responsibly.

Consolidating information technology infrastructure in schools with modern broadband technologies lies at the heart of this commitment.

Nowadays, high-speed Internet is essential with regard to modern education and innovative knowledge management - a commitment in which Deutsche Telekom has invested hundreds of millions of euros to date.

"T@School" and "Schulen ans Netz" are particular examples of the corporate responsibility derived from Deutsche Telekom's business objectives.

The company uses the innovative potential and technological expertise of its core business areas to promote and expand a modern education system - an important contribution to progress and sustainability in society.

(China Daily 09/13/2006 page21)