Our market sites Svenska our strategy vision & mission values value champion technology choices winning people productivity partnerships TELE2 GROUP STRATEGY We fit in because we stand out. VISION & MISSION Tele2’s vision is to become the Champion of Customer value in everything we do. The journey towards our vision is driven by our mission of being Challengers and fast-movers, always offering our customers what they need, for less. 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. VALUE CHAMPION The telecom industry is going through big changes. Lower underlying customer growth, explosion of data usage and higher customer expectations are re-defining the game. Tele2’s way of winning is to transform into a Value Champion. We will lead the voice to data transition, we will shift from volume focus to value focus and we will find new areas of growth to leverage on our assets. The fuel for the re-positioning from being a discounter to becoming a Value Champion is our Challenger Spirit. Our ever burning ambition to do things better, more simple and efficiently. The end game: always offering our customers what they need, for less. FOCUSED TECHNOLOGY CHOICES Our mission to offer our customers what they need for less, along with always providing the best possible customer experience, will be supported by selectively pushing new technologies and innovations. We will sharpen our focus on improving quality where it matters to our customers and at the same time get rid of legacy technologies. We will continuously challenge ourselves to reduce costs – in all areas – by reengineering and transforming the way we work. WINNING PEOPLE & CULTURE Our value-driven organisation is the foundation for attracting and retaining the right people. An organisation where best-in-class leadership creates a fertile environment for highly engaged employees. We constantly focus on creating agile and lean ways of working, and we continuously improve the balance between long and short-term perspectives. Our culture embraces diversity and includes people in decision making. A culture where Tele2 challenges its employees as much as they challenge Tele2 to deliver outstanding customer value. We call it the Tele2 Way. And we do it all the way. STEP-CHANGE PRODUCTIVITY Cost leadership is a crucial ingredient to be able to offer our customers what they need, for less. To ensure that we can fulfil this promise also in the future, we will step-change our productivity. In order to become No. 1 in effectiveness and efficiency, we will simplify our product portfolio and processes, drive discipline in all we do, consolidate technology, and transform our support functions. WIN THROUGH PARTNERSHIPS Tele2 was the first operator – and is still one of the few – focusing on being a ”key connectivity provider”, i.e. providing high quality mobile access at a great price. To further increase the value of this core offering, we need strong partnerships that amplify mobile usage and that complement our mobile access with products and services that our customers really value. By being such an enabler, we make it possible for our partners to fully utilize our expertise within mobile access for their own services.