DNA as a company

We make our customers’ lives less complicated, enabling everyone to concentrate on what matters to them. We provide connections, services and devices to home and work and enable the digitalization of the society.

We make our customers’ lives simpler and more straightforward

DNA’s vision is to have the most satisfied customers. DNA’s key pillars support the creation of an excellent customer experience: high-quality mobile and fixed networks, motivated and customer-oriented personnel, advanced data analytics, as well as culture as a challenger, which is reflected in cost-effectiveness and agility. 

At DNA, we are experts in straightforward solutions and the use of smart and innovative technologies. Our mission is to provide products and services that make our customers’ lives easier. Technology is just a tool. Expertise, passion and the ability to harness technology to help and entertain – this is what we are all about at DNA.

DNA’s strategic objectives

1. DNA wants to continue being an excellent employer in Finland.
Satisfied, motivated and qualified employees are a crucial foundation for DNA’s ability to provide the best customer service on the market. We measure our success as an employer through internal surveys. We are also the first large Finnish company to receive the Family-Friendly Workplace award from the Family Federation of Finland (Väestöliitto). Our objective is that DNA has a team of top experts with a dedicated and competent employee in each position.

2. The most satisfied consumer and corporate customers.  
DNA wants to achieve a significantly higher level of customer satisfaction than its competitors. Customer satisfaction is measured by means including the Net Promoter Score (NPS) and subscription turnover rate (CHURN). The methods with which DNA measures customer satisfaction are continuously developed. DNA’s customers satisfaction has increased steadily during last years.

3. Industry-leading financial development and faster than average market growth. 
DNA believes that satisfied customers want to concentrate their shopping to DNA and will also recommend DNA to new customers. High level of customer satisfaction, professional sales operations and high-quality omnichannel customer service differentiate DNA from competitors, leading to better financial development and higher shareholder value. DNA’s success in these areas is measured by the development of net sales and operative free cash flow.


DNA’s strategy is based on the following key capabilities and strengths:

Video: How data flows?

DNA builds your digital connections and secures new ways of working. At the office, on the road, working remotely and during free time. Both in Finland as well as abroad. Always safely.