Our strategy is based on continuous development of our core business combined with focused bets in areas that are strengthening the core but also build new businesses in growing areas. 

Our ambitions

  • We have the most loyal and satisfied customers in our markets
  • We deliver strong total shareholder return which is on par with the top performers among relevant European peers
  • We lead the way in responsible business among large corporations in the world
  • We are The place to work

Our business strategy


Enhance the core

The foundation is superior network connectivity. This means that we secure a network that can transport massive data volumes with high quality and our investments are steered towards modern technologies such as fiber and 4G. We are also developing 5G together with our industry partners and have started to virtualize our network and drive the software defined networks. As voice is declining we monetize data to compensate for that.

However, a quality network must be combined with an excellent customer experience and customer loyalty. This means that we need to offer customers a seamless experience independent of which networks they are moving between. As the mobile and the fixed networks are converging, we can optimize the transportation of data to secure both the experience and the production of data. However, to further build the experience we must deliver solutions and functionality in order to sell things as a service. This means that we are focusing on the IT and telecom convergence for the B2B customers. As IT moves to cloud and several customers are using the same production environment, the IT business is moving towards the telco logic and thereby gives us an opportunity to capture a larger part of the customers' telco and IT spend. In recent years the issue of cyber security has been further accentuated. Security solutions have to be based on a purposeful and knowledge-based design. We have many years of experience of net security and cyber security. We are now increasing the opportunity to more business customers to buy security solutions, which previously only was offered the bigger companies. By helping the customer from analysis to purchase it as a service we now enable the companies to secure their iinformation while at the same time achieving cost efficiency.

In the B2C market we are focusing on delivering a converged customer experience. This means that we secure that the customer can interact with us and our services seamless between channels, devices, networks and services with a unified and constant experience. By giving the customer the best experience, we also build loyalty and preference towards our services.

In order to secure competitive operations we are re-building our factory. This is what we call transformed operations. We start by simplifying our product portfolio and secure attractive business rules. After that, we build new IT systems that are agile and flexible to secure a competitive cost level. By using a modern operational transformation architecture with application program interfaces we can secure adaptability also for future needs. Driving this through an online first mentality, we can also simplify and make our distribution more customer-friendly.

We are also managing things cross border to secure that we take out scale synergies in the areas where we can. One of the key areas is sourcing where we reduce cost through scale sourcing and demand driven from group level.

In the networks area we optimize build-out through analytics and by closing down legacy networks.

Execute opportunities close to the core

In order to further grow our business and create customer relevance we have chosen four focus areas in adjacencies:

  • IoT – Internet of things. This is connected devices combined with analytics and rule engines. This is offered as connectivity, enabling platforms, vertical solutions of eco-system services. IoT is another example of the convergence between IT and telecom. During the year we have integrated e-health care into the IoT business. By creating volume into a platform serving multiple application areas we can both become more cost effecient as well as enable applications across industries. We also create an encvironment where other companies can add and build applications on top.
  • Security – In this area we secure customers’ networks from intrusion and cyber attacks. We also offer solutions to secure identity and the integrity of customer solutions.
  • Media – We are today a leading TV provider in the Nordics and Baltics. We are now moving our services to on-demand and OTT to secure a leading position in media services targeting the new consumption behavior. We seek the richest content offering and best user experience combining multiple content sources.