Strategic Targets

Tele2 has moved from a diverse telecom service company to a sharp mobile operator. Tele2 is the mobile operator that always provides the Best Deal. This aspiration is what made us successful in the first place, and it is deeply ingrained in Tele2’s corporate DNA, once formulated by Jan Stenbeck: “Tele2 is a challenger; a fast-mover; a company that always provides the best value, both for customers and for our shareholders.”

Perceived price leadership has always been at the core of Tele2’s strategy. We shall be the clear leader in attracting and serving price-conscious consumers. But quality is equally important in offering the Best Deal. In order to attract ever more demanding consumers, Tele2’s quality of service needs to be within striking distance of our tier 1 competitors. We invest continuously in order to achieve and maintain commercial quality in our networks, in customer service and in billing.

Tele2 competes in an exceptionally fast-moving marketplace, where customer expectations are continually shifting. In other words, the definition of “Best Deal” can be elusive. Our sustained success is therefore dependent on maintaining an agile organisation, capable of spotting and taking advantage of both revenue-enhancing and cost-cutting opportunities quickly and effectively. This is why we are passionate about the Tele2 Way, which embodies our corporate values: Flexibility, Cost Consciousness, Quality, Frank, Challenger and Action. These principles underpin Tele2’s corporate DNA and, taken together, they uphold our key operational capability of offering the Best Deal through sustained price and quality leadership.