DNA is one of the leading Finnish telecommunications operators
DNA’s business operations are divided into consumer and corporate business. In 2015, DNA’s net sales amounted to EUR 828.8 million, of which the share of consumer business was 71.9 per cent and the share of corporate business 28.1 per cent. The share of DNA’s corporate business of the total net sales has increased since 2013.
Of the total net sales of the market, the share of the three largest telecommunications operators in Finland, DNA, Elisa and Sonera, is almost 90 per cent. Growth opportunities for DNA’s business are offered, for example, the high smart phone penetration and the continuously increasing demand for 4G subscriptions, which contributes to higher use of mobile data. In 2015, DNA managed to grow its subscription base more rapidly than its competitors: its mobile subscription base grew by 113,000 subscriptions, while its fixed-network subscription (including fixed broadband, cable TV and fixed voice subscriptions) base grew by 12,000 subscriptions.
DNA has a strong market position in all product categories and increasing market shares
DNA is the third largest player in the Finnish mobile communications market (voice and data services). In the fixed-network broadband market, DNA holds the third position. In the cable television market, DNA is the largest player in Finland. During the past few years, DNA’s market shares have grown faster than those of its competitors. In mobile communications, for example, DNA’s market share has grown from 24 per cent in 2013 to 26 per cent in 2015, and in fixed-network broadband from 21 to 25 per cent.
The cornerstone of DNA’s strategy is customer satisfaction, and At DNA, the customer comes first; we place special emphasis on customer experience. DNA provides connections, services and devices that are of high quality, fairly priced and easy to use. DNA’s service offering is highly competitive as evidenced by its high and growing NPS (Net Promoter Score) scores show.
Trends that will help DNA grow its business in the future include the increasingly networked lifestyle, new mobile devices with their applications, new TV and home entertainment services, the rapid growth of mobile data and high-speed data subscriptions, the increasing business criticality of ICT in companies, and the Industrial Internet of Things.