The Netherlands
| SEK million | 2010 | 2009 | Change |
| Number of customers (in thousands) | 1,081 | 1,124 | -4% |
| Net sales, external | 5,838 | 6,625 | -12% |
| EBITDA | 1,735 | 1,612 | 8% |
| EBIT | 978 | 581 | 68% |
Key priorities in 2010
Tele2 Netherlands successfully delivered on its strategy of connecting customers directly to its network, thereby improving margins. Tele2 Netherlands also demonstrated the viability of providing multiple services over a single connection. This strategy makes it possible to provide additional or enhanced services with limited incremental capital expenditures, which improves profitability and customer value.
Tele2 Netherlands managed once again to materialize on the increased demand for multi-play offerings in the consumer segment. Especially the demand for Tele2’s triple-play offerings, including TV, is increasing over dual play offerings, thereby improving the ARPU of the broadband base. Furthermore, Tele2 Netherlands continued to focus on postpaid offerings. Although the total mobile base declined, the focus on postpaid subscriptions enabled Tele2 Netherlands to improve its overall margin levels.
In the corporate segment, Tele2 Netherlands was successful in attracting major customers and in prolonging existing accounts, thereby extending the binding period of several large customers. However, the renewals also led to price reductions, resulting in an overall decline in revenue in the business segment. Moreover, Tele2 Netherlands launched a new campaign and corporate identity (and related website) on the business market in order to improve the brand awareness and sales activities in the SME/SOHO segment. Tele2 Netherlands stands as an example of good practice within business-to-business services in the Tele2 group.
The acquisition of the Dutch fixed operator BBned in October 2010 was a great opportunity for Tele2 Netherlands to strengthen the Dutch business and benefit from increased scale in its operations. During 2010, Tele2 Netherlands also acquired a 2.6 GHz license, which is an important first step to explore possibilities in mobile. Mobile access is all the more important, since mobile and fixed services are increasingly converging.
Challenges to address in 2011
Tele2 Netherlands will continue to deliver its Best Deal strategy by fortifying its price leadership position and by offering high quality services in all markets. Enhancing customer loyalty will be a major area of focus in 2011. In the business market, Tele2 Netherlands will keep focusing on attracting major corporate customers as well as small and medium enterprises. Furthermore, Tele2 Netherlands will pursue its strategy of improving margins by connecting customers directly to its network, providing multiple services over a single connection.