In 2012 Telekom Austria Group conducted a materiality analysis for the first time in order to thoroughly revise its sustainability strategy. In 2015 the strategy was adapted within the framework of a new materiality analysis.
As a result, the Telekom Austria Group's sustainability strategy today focuses on the most material issues and places greater emphasis on its core business. The Group identified those topics that are of the greatest relevance for the company and how they can best be integrated into the core business in a materiality analysis. As part of this process, the Telekom Austria Group analysed and prioritised all social and ecological aspects along its value creation chain and then visualised them in a matrix.
Based on this, four strategic action areas were developed that are especially relevant for the sustainable development of the Telekom Austria Group. And this work is continuing: Every second year the Telekom Austria Group again defines the relevant topics in consultation with its stakeholders.
To ensure that the entire spectrum of sustainability topics for the Telekom Austria Group was covered, the first step involved the preparation of an overview of potential social and ecological topics. The requirements of the GRI G4 reporting standard were analysed, including the Telecommunication Sector Supplement, inputs from the ongoing stakeholder process were included, and the topics from the relevant sustainability ratings and the peer group were analysed and incorporated. The resulting 120 topics were condensed down to 82 at a joint workshop.
In the second step, the consolidated 82 topics served as the basis for initial internal materiality analysis. Seven internal groups of experts were formed (CSR, Marketing & Products, HR, Supply Chain, etc.). These groups then analysed the specific topics in terms of their specialist area on the basis of four criteria (possibility of active management, financial impact, risk, opportunities and potential).
In the third step, the topics that this expert analysis considered to be material were then transferred to an online questionnaire. Two-thirds of the topics arising from the expert analysis were included and consolidated further to create 29 overarching topics. The online questionnaire was sent out to external stakeholders such as customers, media, NGOs, politicians, scientists and suppliers, as well as to the employees and management of the Telekom Austria Group. More than 1,000 people responded to the survey, awarding a score of 1-4 points to each topic on the basis of its relevance to them and making a ranking of the top five topics.
The results were used to create the materiality matrix, which forms the basis for the content of the Telekom Austria Group's sustainability strategy. It compares the relevance of the individual sustainability topics from the perspective of stakeholders and the management of the Telekom Austria Group and yields focal points that were used to derive four areas of action:
A new materiality analysis in early 2015 shows that the lead topics for stakeholders remain "customer focus", "data privacy" and "network quality and system stability". New or additional topics have not been identified in the course of this process. "Data privacy" is number one for customers and vendors. However, employees consider "customer focus" to be the most important topic. The analysis also showed that the significance of such topics as "diversity" and the "digital gap" dropped in importance for customers and vendors.