Another area that is undergoing change is Switzerland's cultural makeup. Currently, one in five residents in Switzerland is originally from another country. This is making our society more multicultural, more diverse and more interconnected.
But how do such changes come about? Social trends are often the indirect consequence of technological developments. Whether via SMS, e-mail or telephone, we can now decide specifically when and how we want to communicate. And social networks such as Facebook and MySpace offer a whole host of new ways of interacting.
Finally, there are some social trends that completely change the way we behave. Sustainability, health and social responsibility are three issues that significantly shape the way many people live their lives today. These people also want relevant products and services.
This is why Swisscom is analysing these trends. So we can continue to offer our customers the services they want.