Tele2’s footprint includes both emerging and mature markets, where cultural, economic and competitive differences are significant. However, the trend towards mobility and mobile data is universal, and is clearly evident in all our countries of operation.
While mobile communication services are fairly standardized across different countries, the level of maturity differs widely. Tele2 is present in nine countries, of which three are considered larger markets for Tele2: Sweden, the Netherlands and Kazakhstan. These three markets comprise 75 percent of the total net sales. Sweden is the home turf and test bed for new products and services. The Netherlands has its origin in fixed communication services but is now pursuing a unique mobile opportunity as a 4G only operator. Kazakhstan is in many ways still virgin territory. However, during 2014 Tele2 Kazakhstan started to deliver positive EBITDA and the customer intake is accelerating, Tele2 Kazakhstan is the main competitor for other operators in the country, delivering affordable communication services.
Tele2’s position and priorities vary across its footprint. Local market characteristics differ in many ways, even within the same country.
Looking forward, Tele2 remains confident in its strategy and ability to monetize a great customer experience throughout its footprint. Sweden will maintain its leadership in 4G/LTE, and the company will take its learning from Sweden to the Baltics and of course the Netherlands. 2016 will be another exciting year of investments in the company’s future ‘Rockets’ of Kazakhstan, Croatia and the Netherlands, supported by continued strength in Sweden and the Baltics.
While there are important local differences, Tele2 has established it’s ‘How we win choices’ going into 2015, supporting the overall objective for the Group. These areas go beyond the local context and are common to all the regions and countries where Tele2 operates.