Estonia
| SEK million | 2010 | 2009 | Change |
| Number of customers (in thousands) | 479 | 460 | 4% |
| Net sales, external | 880 | 1,009 | -13% |
| EBITDA | 219 | 292 | -25% |
| EBIT | 152 | 219 | -31% |
Key priorities in 2010
Throughout 2010, the Estonian economy started to show clear signs of recovery. However, the situation remained challenging as consumer confidence continued to be relatively weak and price pressure persisted in all segments.
Tele2’s efforts during the year were focused on enhanced efficiency and cost reduction measures in order to maintain a solid price position and stable market share. Tele2’s revenues proved more resilient than the overall market.
Tele2 Estonia kept investing significantly in its mobile network in order to improve quality perception on the market. Tele2’s network quality and coverage area are now on a par with, or even better than, the competitors. As a result, mobile broadband has been the fastest growing segment throughout the year. The expansion of its 3G network will enable Tele2 to offer the best priced mobile broadband services for larger customer segments.
Another important objective during the year was to strengthen Tele2 Estonia’s market position in terms of revenue. These efforts were successful, and Tele2 gained market share in the consumer segment. Targeted campaigns, combined with improved network quality and clear price leadership have helped Tele2 achieve these results.
Increasing the market share in the Business-to-Business segment was another important objective for 2010. As a result of the economic uncertainty during the year, corporate customers and municipalities became more price-sensitive. This fact greatly contributed to Tele2’s success. Customers’ quality perception of Tele2 also improved, driving increased sales.
In the end of 2010, Tele2 was awarded a 4G (2.6 MHz) license.
Challenges to address in 2011
The macroeconomic situation is slowly recovering, and telecom spending are expected to grow further in 2011. Customers remaining quite price-sensitive, Tele2 will need to keep showing flexibility regarding packaging and product offers.
Tele2 Estonia will continue to concentrate its efforts on attracting residential customers by means of a distinct price leadership position, coupled with improved quality, while developing its market share in the large corporate segment. Tele2 Estonia will have to defend its perceived price leadership position and improve real and perceived quality EMT.
Tele2 will carry on rolling-out its 3G network in the rural areas, in parallel with intensive marketing activities to drive sales.