Differentiation challenge
We need to give our customers reasons to choose us instead of our competitors. We believe that price and quality are the two most important factors influencing customers’ purchasing decisions. Therefore, we shall be the price leader in all markets and we shall improve our quality in ways that increase our profitability. By doing so, we will be able to provide the Best Deal to our customers also in the future.
Key priorities
- Achieve solid price leadership in the eyes of customers in all our markets.
- In each market, understand how we can improve quality without sacrificing our profitability and price position.
- Specify for each market what our quality position should be.
Success case
In the Russian market, we have strong price leadership. We have managed to maintain this position despite tough price competition. In our new regions, we have increased our price leadership gap from the closest competitor from 10 percent to 30 percent; this has led to a strong customer intake and a shorter time than expected to reach EBITDA break even. Along with price, we have also improved the quality perception of Tele2.