PaketButler, launched by Deutsche Telekom (DT), is a purely mobile and application-led parcel delivery and receipt station. It is a customer-premises delivery box similar to Amazon Locker; the box is equipped with cellular connectivity, allowing customers to self-manage deliveries and monitor their parcels remotely via a mobile app. Developed in-house, PaketButler was first launched in selected regions across Germany in 2016 (a national launch took place in 1Q17). It is based on a sustainable idea and focuses on providing a solution for highly engaged e-commerce consumers. With already a strong focus on IoT and M2M development, DT has developed a solution that further strengthens its position as a digital service provider supporting the digital services chain.
DT grows its rich digital services portfolio with PaketButler
Ovum believes this is an excellent example of home-grown IoT innovation in the customer, B2B, and B2B2C segments. In terms of digital strategy, DT has once again proven to be an operator with a clear focus on innovation across digital services for direct-to-consumer, B2B2C, and B2B customers. The German incumbent introduced PaketButler at ANGA COM 2017, in time for its national launch. This app-controlled mobile parcel delivery and receipt station allows customers to receive parcels at the first attempt without having to be present. This service also reduces pollution and truck rolls because of the decline in rescheduled missed deliveries, thus addressing sustainability issues that the German government has been concerned with in recent years.
Ovum believes this is a sustainable solution that adds value to an ever-growing digital services chain, be it in the B2C or the B2B segment. The combined number of e-commerce and general shipments in Germany alone was more than 3 billion in the past year. In particular, B2C shipments have seen significant YoY growth, accounting for more than 56% of total shipments (including B2B and C2C) in 2016. PaketButler was first launched regionally in 2Q16 in cooperation with DHL, and it went national in 1Q17; more logistics partners with wide coverage have joined the service. The application also works well as a B2B2C service. PaketButler can be ordered in customized measurements to serve as a value-added service by landlords in blocks of houses.
Shipment contents are insured by DT for up to the value of €750 ($858). The consumer box is collapsible, fireproof, and tear resistant; it is particularly suited to homes that are unoccupied during working hours. It can be purchased at a one-off cost of €249, which includes the connectivity price for three years. Following this period, customers will have to pay a monthly fee of €1.49 to maintain connectivity (M2M) and insurance. Alternatively, they can rent the box for €7.99 per month for 36 months.
Digital Profile: Deutsche Telekom Group, TE0014-000447 (May 2017)
Armita Satari, Analyst, Europe