Our market sites Svenska our strategy our purpose values positively fearless brands connecting things winning people challenger cost structure digital first TELE2 GROUP STRATEGY We fit in because we stand out. OUR PURPOSE We fearlessly liberate people to live a more connected life. OUR VALUES Our values are Challenge, Action, Cost Conscious, Open, Flexible and Quality. These values together constitute The Tele2 Way – our way of relating to each other internally, and to the world around us. The Tele2 Way guides our day-to-day work and decision making. It’s deeply ingrained in our DNA. It’s what’s ultimately fuels our mission and the journey towards our vision. POSITIVELY FEARLESS BRANDS Tele2 aims to have the most loved brands in each of our markets by making our customers positively aware and delightfully surprised with how we constantly reshape their connected lives. We are obsessed with understanding our customers’ needs, and reinventing the products and propositions that will challenge the industry. Our challenger spirit will be seen in the way we act, communicate, and offer value to our customers. CONNECTING THINGS OUR CUSTOMERS LOVE Tele2 aims to be the partner of choice for consumers and businesses who want to live a truly connected life. We will continue to strengthen our mobility first position and prepare for 5G and future network exploitation. We expect an explosion of connected consumer devices in the coming years, and we will aim to make it easier for our customers, both consumers and businesses, to connect the things they love the most. WINNING PEOPLE & CULTURE Tele2’s culture and strong values, “The Tele2 Way”, make the foundation for attracting and retaining driven and engaged talent. With an emphasis on leadership and embracing flexible and efficient ways of working we will continue to have one of the strongest cultures and team of people in the global telecom industry. CHALLENGER COST STRUCTURE Tele2 always has and continues to aim to be the most cost efficient operator in the industry. Simplification, disciplined investment, consolidation and transformation are key themes that are enabling us to continue providing great value to our customers. Looking forward, we will leverage the efficiency opportunities arising from digital, cloud and technology transformation to have the most efficient operations. DIGITAL FIRST CUSTOMER EXPERIENCE The customer experience offered by the Telecom Industry is in the early stages of digital maturity. Tele2 puts the customer at the centre of its strategy and always strives to provide the best possible experience regardless of the channel. In the digital age, Tele2 will create a digital culture internally, with excellence in Big Data capabilities to create and provide a much improved and more seamless digital experience for our customers.