How does augmented reality enhance the customer experience? The second “T-Challenge” is looking for ideas on XR in the shop and at the customer’s home

  • Creatives, developers, start-ups, scientists and XR experts from all over the world can score with innovative approaches.
  • 600,000 € prize money. First-place idea receives up to 150,000 €
  • Best solutions will be presented in selected shops in Germany, Europe and at T-Mobile in the U.S.

With the “T-Challenge”, T-Labs, the research and development unit of Deutsche Telekom, and T-Mobile U.S. are calling on creative minds worldwide to submit their ideas for the use of XR in the shop or at the customer’s home.

## What are we looking for?

“We are looking for disruptive ideas for the application of innovative technologies. We want to combine XR, i.e. augmented reality, with our leading 5G networks. And thus create practical applications and novel customer experiences that inspire people. That’s why we’re calling on creative minds to submit their ideas to our T-Challenge and help shape the future. The best solutions will win great prizes and will be tested and used in our shops. I am looking forward to exciting ideas and even more to inspiring XR experiences,” explains Claudia Nemat, Member of the Board of Management for Technology and Innovation at Telekom.

## The “T-Challenge” is divided into two formats:

  1. “Solution Development”
    Here, the applicants should develop innovative solutions in the form of a “minimum viable product”.
  2. „Concept and Design Creation“
    This is where forward-looking visual and functional prototypes are needed that use XR to enhance the customer experience.

## Exhibition in selected shops & attractive prize money

Our Ultra Capacity 5G network is the perfect platform for mixed reality experiences that can better connect us with products and information,” said Neville Ray, President Technology at T-Mobile U.S. “Retail is an area ripe for change and we see a tremendous opportunity to engage consumers in new ways. The convenience of shopping in virtual shops from home and exploring products in three dimensions are just the beginning of the evolution in the industry. I can’t wait to see what comes next.”

In addition to the attractive prize money for the first place winners of 150,000 € (Solution Development) and 75,000 € (Concept and Design Creation), participants can look forward to another attractive bonus: Selected winning solutions will be exhibited in selected Telekom shops in Germany, Europe and in the USA.

Interested parties can submit a short application until 31 January 2022 at Ten finalists will be selected from the submissions for each task.

The 20 finalists will then have from March to the end of May to further develop their ideas. The award ceremony will take place on 15 June 2022. The finalists will be invited to Bonn and have the opportunity to present their solutions to top management. Travel costs will be covered.

## Augmented Reality

Augmented reality is already having a major impact on brands and the way purchasing decisions are made. Consumers are looking for an increasingly personalised and engaging experience. According to the latest Consumer Augmented Reality report from Deloitte Digital and Snap Inc (, companies with AR experiences are 41 percent more likely to be considered by consumers. Nearly three in four consumers say they are willing to pay more for a product that offers the transparency that AR can provide. And 56 percent of consumers agree that AR gives them more confidence in product quality. More than half say they want to use AR technology to evaluate products, providing a risk-free “try before you buy” experience.

At, interested parties can also find all information about the T-Challenge. Participation in the Challenge is free of charge.

Deutsche Telekom AG
Corporate Communications
Tel.: 0228 181 – 49494

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