Where we operate

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. 2015 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.

How we win choices

Value Champion – Tele2 aim to be the leader within the transition from voice to data and go from a discounter to a champion of value for our customers.

Focused technology choices – Tele2 shall increase quality where it matters for the customers, drive down technology costs continuously in all areas and selectively push for new technologies and innovations.

Step change our productivity – Tele2 is in a position of strength and has therefore invested in a multi-year program to find ways to become the number one in effectiveness. This will be done by simplification, discipline, consolidation and transformation.

Winning people and culture – Tele2 is and will continue to be an organisation that is driven by our values. We are today also an organisation with highly engaged employees, something that we aim to leverage upon.



Happiest customers – Tele2 shall be the operator of choice. By providing the best value for money we shall be the operator of choice and grow our market share.

Engaged employees – We shall be considered a great place to work. By being a great place to work we shall attract and retain the best people who can deliver on our vision and mission.

Profitable growth – We shall have the best Total Shareholder Return (TSR). By having the happiest customers, engaged employees and work to become as effective as possible, we shall deliver profitable growth and the best TSR within our peer group.