Mobile Voice and Messaging
Our offer and market position
Tele2 currently offers mobile telephony, both postpaid and prepaid, in nine countries. Two of these operate as Mobile Virtual Networks (MVNOs). Tele2 targets the mobile telephony market with price leading offers and easy-to-use services. The company holds market leadership in prepaid mobile telephony in several countries under successful brands, such as Tele2, Comviq (Sweden), Pildyk (Lithuania), and Zelta Zivtina (Latvia).
2010 showed a good growth of smartphones, especially in our Western markets, such as Sweden and Norway. During the year, Tele2 introduced a wide range of Android handsets and successfully launched Apple’s iPhone on the Swedish market.
For customers who want to keep their traditional fixed phone and fixed number, we have created ”Home Telephony via the mobile network”. It is a solution that allows customers to keep their old fixed phones, but to a significantly lower cost. The service is integrated into the mobile network, instead of the traditional fixed network, instead of the traditional fixed network, with the possibility of also using mobile broadband services.
In Russia, we continued the rollout of the Ring Back Tones service in more regions. We also launched the service in the Baltic countries, based on our successful marketing concept in Russia.
Our priorities
To meet customer expectations, we continuously strive to enhance our services and provide more value for money. Creating attractive offerings and simple pricing models is a key priority for us, which we must now apply to smartphones. The success of the iPhone has proven that simplicity and user experience are the main drivers behind usage of new services on the mobile phone – and consumption of data traffic.
We are continuing our roll out of self-care services, to make it easier for customers to manage their services (such as invoices or add-on services) whenever they want, while at the same time reducing costs for Tele2.
The mobile phone is becoming the preferred communication tool for both consumers and businesses, not only for voice communication but also for e-mail, chats and other social media. Tele2 has to integrate and enable these new ways of communicating in today’s offerings to meet customer demands, and to meet new kind of competition on the voice market.
However, while adapting to changed customer behavior and needs, the majority of our customers still does not own a smartphone and is not yet a heavy user of Internet services on the mobile phone. These customers will represent a very important market segment for Tele2 for many years to come.