DNA in brief

We want to make our customers’ lives more inspiring, productive and entertaining. We provide connections, services and devices – in a clear, easy and cost-effective manner.

The most satisfied customers as strategic objective

At DNA, the customer comes first; we place special emphasis on customer experience. We offer diverse telecommunication services to consumers, facilitating communication, security and entertainment. For companies we provide easily deployable and secure high-quality communications and network services. We aim to help our customers boost their productivity and succeed with ICT services. In 2016, DNA recorded a turnover of EUR 859 million and an operating profit of EUR 91 million. DNA Plc has more than 3.8 million mobile communications and fixed network customer subscriptions. 

We make continuous investments in high-speed mobile networks and fixed-network broadband to support the customers’ growing use of subscriptions, devices and Web services – and to support an excellent customer experience. At the end of 2016, our 4G network reached over 99 per cent of the Finnish population. Also the 3G network reaches 99 per cent. We made significant investments in 4G technology in our mobile communications networks in 2016. 

We are also Finland's largest cable operator and the leading pay TV provider in both the cable and terrestrial networks. DNA’s terrestrial TV network covers some 85 per cent of households in Finland. Some 600,000 households are connected to DNA’s cable network and the company boasts the widest selection of channels in Finland.

Quick and innovative, DNA continues to develop new and effective operative models and will be well equipped to operate on the market where competition is intensifying.

DNA employs 1,700 professionals, whose work is focused on customer experience in line with DNA’s strategy. DNA places special emphasis on continuous personnel development with the aim of having every task performed by a dedicated and qualifi ed person. DNA believes that employee satisfaction is of vital importance to the company’s ability to deliver high-quality customer service.

DNA Store

DNA Store is Finland's most extensive retailer of mobile phones, other mobile devices and mobile subscriptions, with a chain of over 60 outlets. DNA Store's offering also includes TV and broadband services and the related mobile devices.

DNA Welho Oy

DNA combined the television and fixed-network broadband business operations of PlusTV and DNA Welho into a single company.

 

The cornerstone of DNA’s strategy is customer satisfaction

Our strategy places great emphasis on the customer, and the key objective in its implementation is customer satisfaction. We have placed special emphasis on improved customer satisfaction for several years now – with great results.

DNA’s vision and mission are to have the most satisfied customers. We want to make our customers’ lives more inspiring, productive and entertaining. We provide connections, services and devices – in a clear, easy and cost-effective manner. Our business strategy is divided into consumer and corporate businesses.

Our strategic goals are as follows:

  • The most satisfied consumer and corporate customers
  • Industry-leading financial development
  • Faster than average market growth
  • Becoming one of the most desired employers in Finland.

One of DNA’s strategic goals is the most satisfied corporate and consumer customers. Long-term, satisfied and thus loyal customers are also the key to the achievement of DNA’s other strategic goals. Every encounter with the customer is important. Attractive offering that is updated according to customers’ needs, interesting service packages, providing a straightforward shopping experience in different channels, and fast and high-quality customer support are of key importance.

It is our aim that DNA’s customers always receive genuine, high-quality service in all our customer service and sales channels and other encounters. DNA’s attractive offering expands and adapts to the needs of consumer and corporate customers. We will continue to invest in our network infrastructure to build a foundation for the growing use of subscriptions, devices and online services in the future.

We will also focus on improving our profitability, and our strategic goals include industry-leading financial development, which we measure on the annual level by the relative development of free cash flow compared with our competitors, and faster than average market growth, which we measure by the relative development of net sales compared with our competitors. DNA places constant emphasis on actions aimed at improving profitability: large IT development projects are underway to improve efficiency, cost competitiveness is continuously improved, operational efficiency is increased, and procurement savings are made. Our strengths also include speed and cost-effectiveness: we operate in a more agile and cost-effective manner than our competitors, and we make changes boldly, even large ones.

In addition to focusing strongly on customer satisfaction and developing more traditional business operations where we are already doing well, we also focus on identifying new opportunities. The telecommunications industry is developing rapidly, and new online services keep entering the market. DNA collaborates constantly with growth companies and forms partnerships boldly with new players to launch new innovative services.

Our fourth strategic goal is to make DNA a great place to work. DNA's employee satisfaction is already at a high level, and the Great Place to Work survey of 2015 showed a significant increase in job satisfaction. Our competitiveness is based on a team of top experts, where each position is held by a dedicated and competent person.

Read more about DNA's strategy from Investors section >>

 

Our shared values build the foundation for DNA's growth and development

Our business is driven by values defined in co-operation with our personnel:

Fast

means that DNA's customers receive quick and helpful service. Internally, this means that we focus on what is important and perform tasks consistently and with great determination.

Straightforward

means that DNA genuinely listens to its customers. Internally, this means that we value and understand both our internal and external customers. DNA’s approach is clear and responsible. DNA's employees have the ability to make difficult matters easier.

Bold

means that our customers receive bold advertising, surprises and a brisk approach to dealing with matters. Internally, this means that we are direct, open-minded and ready for change. DNA's employees are willing to try new things and stand firmly behind their decisions. Courage means always giving 100 per cent in order to complete a task.

Customer panel

We know our customers and how much they appreciate good customer service and value for money. This is why our private and corporate customers are increasingly happy with the services provided.  DNA has a customer panel, which provides invaluable information for business development.

Board of Directors

The Board of Directors is responsible for properly organising DNA's administration, operations, accounting and asset management. The Board of Directors has confirmed a written charter on the duties of the Board of Directors, matters on the agenda, meeting practices and the decision-making process.

Pertti Korhonen 

b. 1961
M.Sc. (Tech)

Main previous experience

  • President and CEO, Outotec Oyj, 2010-2016
  • CEO, Elektrobit Corporation Oyj, 2006-2009
  • Nokia Plc:
    • Member, Group Executive Board, 2002-2006
    • Chief Technology Officer, Nokia; Executive Vice President, Nokia Technology Platforms, 2004-2006
    • Executive Vice President, Nokia Mobile Software, 2001-2003
    • Various management positions in Nokia Mobile Phones (R&D, global operations, logistics and sourcing, manufacturing,) 1990-2001

Main positions of trust

  • Tekir Ltd, Member of the Board since 2017
  • Climate Leadership Council ry, Chairman of the Board 2014-16, Member of the Board since 2017
  • International Chamber of Commerce ICC Finland, Member of the Board since 2012 and Vice Chairman 2013-2016, Chairman of the Board in international trade committee since 2017
  • Fastems Ltd, Member of the Board since 2016
  • Rollock Ltd, Member of the Board since 2016
  • Confederation of Finnish Industries (EK), Member of the Board 2016
  • Teknologiateollisuus ry, Member of the Board 2012-2014, Vice Chairman of the Board 2014-2016
  • Ahlstrom Plc, Vice Chairman of the Board of Directors 2011-13, Chairman of the Board 2013-2014
  • Chamber of Commerce, Member of the Board 2012-2016
  • Rautaruukki Plc, Member of the Board 2010-13
  • Elisa Plc, Member of the Board 2008-11
  • Veho Group Ltd, Member of the Board 2007-11

Member of the Board since 25th of October 2016 and Chairman of the Board since 1st of December 2016. Chairman of the Remuneration Committee since 16th of December 2016. Independent of the company and of major shareholders.

Heikki Mäkijärvi 

b. 1959

 

M.Sc. (Tech)
Advisor, WingsCapital, San Francisco CA USA, August 2016-

Main previous experience

  • Airbus Ventures, General Partner, October 2015-July 2016
  • Deutche Telekom AG, Senior Vice President, Venture Capital & Group Business Development and Venturing, April 2011-December 2014
  • Openwave systems INC, Senior Vice President, Business Development, 2009-2011
  • Accel Partners, Venture Partner, 2002-2009
  • Cisco Systems, Technical Director & Business Development Manager, 1998-2001
  • Nokia, several management positions in Finland and in Germany, 1983-1998

Main positions of trust

  • Comptel (CTL Nasdaq OMX), Member of Board, April 2014-March 2016
  • Digia (DIG Nasdaq OMX), Member of Board, March 2009-February 2010

Member of DNA's Board of Directors since 2017. Member of the Audit Committee since 2017. Independent of the company and of major shareholders.

Jukka Ottela 

b. 1953
M.Sc. (Econ), Master of Laws

Main previous experience

  • Mediatalo Esa, Managing Director, 1994-2016
  • Onninen Ltd 1980–1994, the latest position as Director Wholesale Division 1990–1994

Main positions of trust

  • Ilmarinen Mutual Pension Insurance Company, Member of the Supervisory Board 2013 – 4/2017
  • PHP Holding Ltd, Chairman of the Board since 2009
  • PHP Liiketoiminta PLC, Chairman of the Board since 2009

Member of DNA's Board of Directors since 2010. Member of the Audit Committee since 2011. Member of DNA's Remuneration Committee since 2014. Independent of the company, non-independent of major shareholders. Nominated to the Board by a major shareholder.

Kirsi Sormunen 

b. 1957
M.Sc. (Econ)

Main previous experience

  • Nokia Oyj, Vice President, Sustainability, VP Environmental Affairs, VP Corporate Responsibility 2003-2013
  • Nokia Telecommunications, Finance Director, SVP, Finance & Control, 1995-1999
  • Nokia Americas, CFO, SVP, Finance & Control, 1993-1999
  • Nokia Oyj, Head of global treasury activities 1989-1993

Main positions of trust

  • VR Group, Member of the Board since 2017
  • Unicef Finland, Member of the Board since 2016
  • DIF (Directors´Institute of Finland), Senior Advisor, 2016-
  • Lappeenranta University of Technology, Advisory Board Member since 2015
  • Sitra, Member of the Board since 2013

Member of DNA's Board of Directors since 2014. Chairman of DNA's Audit Committee and Member of DNA's Compensation Committee since 2014. Independent of the company and of major shareholders.

Tero Ojanperä 

b. 1966
PhD, Electrical Engineering
Vision+, Managing Partner and Co-Founder

Main previous experience

  • Nokia Oyj, Chief Technology and Strategy Officer, Head of Nokia Research Center and other management positions and member of the Group Executive Board 1990-2011

Main positions of trust

  • Bittium Plc, Member of the Board since 2017
  • Smilestream Oy, Chairman of the Board of Directors since, 2015
  • Veikkaus Oy, member of the Board since 2013
  • Kiosked Oy, member of the Board since 2013
  • Tailorframe Oy, Chairman of the Board of Directors since 2013
  • Tampere University of Technology, Chairman of the Board since 2012

Member of DNA's Board of Directors since 2014 Independent of the company and of major shareholders.

Anu Nissinen 

b. 1963
M.Sc. (Econ.)
Digma Design Oy, Partner and CEO since 2016

Main previous experience

  • Era Content Oy, Partner and CEO, Chairman of the Board, 2015-2016
  • Sanoma Media Finland, CEO 2011-2013
  • Sanoma Entertainment Finland, President 2008 - 2011
  • Helsinki Television/Welho, Managing Director 2004 -2008

Main positions of trust

  • Suomen Elokuvasäätiö, Member of the Board since 2017
  • F-Secure Oyj, Member of the Board 2010 - 4/2017
  • Kesko Oyj, Member of the Board since 2015
  • Viestilehdet Oy, Member of the Board since 2015
  • Siili Solutions Oyj, Member of the Board since 2014

Member of DNA's Board of Directors since 2014. Independent of the company and of major shareholders.

Margus Schults 

b. 1966
PhD, Electrical Engineering
CEO, TallinkSilja Oy since 2009

Main previous experience

  • TallinkSilja Oy, CEO 2009–
  • Tallink Group, Head of Organisational Development and Investor Relations 2008–2009
  • SEB, business development, strategy and human resource management positions in Tallinn, Riga and Stockholm 1994-2008

Main positions of trust

  • Ovenia Group, Member of the Board since 2016
  • WWF Suomi, hallintoneuvoston jäsen 2016–
  • Directors´ Institute of Finland, member since 2013
  • Finnish Shipowners' Association, Board member since 2012
  • Finnish Estonian Trade Association, Deputy Chairman since 2012
  • Helsinki Region Chamber of Commerce, Council member since 2012

Member of DNA's Board of Directors since 2015. Independent of the company and major shareholders.

 

The CEO and the Executive Team

The CEO attends to the executive management of the company according to the strategic guidelines, operational plans and general principles approved and confirmed by the Board of Directors. DNA Executive Team helps the CEO in the management of the Group.

The CEO

DNA's Board of Directors appoints the CEO, whose duties are specified in the Limited Liabilities Company Act. The CEO independently attends to the executive management of the company according to the strategic guidelines, operational plans and general principles approved and confirmed by the Board of Directors. The terms of the CEO's employment are specified in a written CEO agreement.

Executive Team

The Group Executive Team comprises the CEO, Vice Presidents of the Group's business segments, the CFO, Vice President, CTO, Legal Affairs, Vice President, Human Resources and CIO. DNA's CEO chairs the Executive Team. The Board of Directors appoint the members of the Executive Team. The team convenes regularly some four times a month. Additional meetings are organised when necessary.

Extended Executive Team

Employee representatives attend meetings of the Extended Executive Team, which meets at least once per quarter. The Extended Executive Team decides on important matters pertaining to DNA's business, finances, personnel, business and operations, and consults the employee representative's reviews.

Jukka Leinonen 

b. 1962
With DNA since 2010
CEO
Education: M.Sc. (Tech)

Main work experience

  • DNA Ltd, CEO since 2013
  • DNA Ltd, Senior Vice President, Corporate Business 2010–2013
  • TeliaSonera Ltd, various management positions in corporate business marketing and product management 2002–2009
  • Sonera Solutions Oy (Yritysverkot Oy), President and CEO, 1996–1999

DNA shares held by the CEO on 31 December 2016: 24,501 shares. No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Pekka Väisänen 

b. 1966
With DNA 2003–2006 and again from 2007
Senior Vice President, Consumer Business
Education: M.Sc. (Econ)

Main work experience

  • DNA Ltd, Senior Vice President, Consumer Business since 2009
  • DNA Services Ltd, Sales and Marketing Director 2007–2009
  • Oulun Puhelin Oyj, Business Development Director 2006–2007
  • Finnet Oy and DNA Finland Ltd, Sales and Marketing Director 2003–2006
  • Oulun Puhelin Plc, various roles 1996–2003
  • DNA shares held by the member of the Executive team on 31 December 2016: 10,000 shares
  • No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Hannu Rokka 

b. 1965
With DNA since 2011
Senior Vice President, Corporate Business

Main work experience

  • DNA Ltd, Senior Vice President, Corporate Business since 2014
  • Forte Netservices Oy, CEO 2012–2014
  • DNA Ltd, Director, Product Management in Corporate Business 2013–2014
  • Forte Netservices Oy, Co-founder and CTO 2000–2012
  • WM-data Faci Oy, Senior Consultant 1995–2000
  • Digital Equipment Corp, Customer Service Engineer 1990–1995

DNA shares held by the member of the Executive team on 31 December 2016: 4,500 shares
No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Timo Karppinen 

b. 1964
With DNA since 2012
CFO
Education: M SSc.

Main work experience

  • DNA Plc, CFO from 2012
  • Ponsse Plc, Director, Corporate Development and Strategy 2010–2012
  • Nokia North America, CFO 2008–2010
  • Nokia Asia-Pacific, CFO 2006–2008
  • Nokia China, CFO 2000–2006

Main positions of trust

  • Gummerus Oy, Member of the Board since 2014
  • DNA shares held by the member of the Executive team on 31 December 2016: 12,200 shares
  • No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Tommy Olenius 

b. 1962
With DNA since 2003
Senior Vice President, Technology
Education: Engineer

Main work experience

  • DNA Ltd, Senior Vice President, Technology since 2009
  • DNA Finland Ltd, Senior Vice President, Technology 2005–2009
  • Suomen 2G Oy / Finnet Verkot Oy (DNA Networks), CTO 2003–2005
  • Telia Mobile Finland Oy, Deputy Director, CTO and other roles 1998–2003
  • Telsim Telekomunikasyon Hizmetleri AS, Turkey, Director O&M, 1995–1997
  • Telecom Finland International Ltd; Turkcell & Libancell, O&M manager, 1993–1995
  • DNA shares held by the member of the Executive team on 31 December 2016: 8,900 shares
  • No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Asta Rantanen 

b. 1962
With DNA since 2003
Senior Vice President, Legal Affairs
Master of Laws

Main work experience

  • DNA Ltd, Senior Vice President, Legal Affairs since 2007
  • Finnet Ltd and DNA Finland Ltd, Vice President, Legal Affairs 2003–2007
  • Telia Finland Oy, Legal Counsel 1999–2003
  • Vakuutusyhtiö Sampo, Claims Manager, Product Development Manager 1994–1999
  • Vakuutusyhtiö Kansa, Legal Counsel 1985–1994
  • DNA shares held by the member of the Executive team on 31 December 2016: 5,576
  • No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Marko Rissanen 

b. 1974
With DNA since 2003
Senior Vice President, Human Resources
Vocational Qualification in Business and Administration

Main work experience

  • DNA Ltd, Senior Vice President, Human Resources since 2007
  • DNA Finland Ltd, HR Manager 2005–2006
  • Finnet Networks Ltd, HR Manager 2004–2005
  • Telia Product Oy, HR Manager 2001–2003
  • DNA shares held by the member of the Executive team on 31 December 2016: 3,375
  • No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Christoffer von Schantz 

b. 1973
With DNA since 2013
Senior Vice President, Strategy
Education: M.Sc. (Tech)

Main work experience

  • DNA Ltd, Senior Vice President, Strategy since 2013
  • Nokia, Director, Strategy and Business Development 2006–2012
  • Omnitele, Vice President, Consulting, Member of the Executive Team 2000–2006

DNA shares held by the member of the Executive team on 31 December 2016: 5,375
No shares held in related parties or by bodies controlled by the member on 31 December 2016.

Janne Aalto 

b. 1965
With DNA since 2014
CIO
Education: MBA, Business College Graduate, Information Technology

Main work experience

  • DNA Ltd, CIO since 2014
  • Kiosked, Head of Demand Side Platform 2014
  • CEM4Mobile Solutions, CEO & Co-Founder 2004–2013
  • Sonera Zed, Vice President, Development 2000–2004
  • Fujitsu Finland, Director, Head of Professional Services 1997–2000
  • Fujitsu UK and Ireland, Senior Project Manager 1994–1997

DNA shares held by the member of the Executive team on 31 December 2016: 6,700
No shares held in related parties or by bodies controlled by the member on 31 December 2016.

From a mobile communication operator into a major telecommunications company

Amidst the change and transformation of the telecommunications industry, DNA's values have remained unchanged: we are bold and want to surprise you with new services, listen to our customers, offer genuine service, and focus on the essential.

 

DNA has a light, efficient organisation and excels in customer service. We remain at the leading edge by combining the latest knowledge and skills with our expanding partner network. The key areas for growth in the Consumer Business are the mobile broadband market and the TV industry. The Corporate Business provides national communication and network solutions. Customers are showing increasing interest in office communication services, and corporate showing increasing interest in office communication services, and corporate data security and managed services for customer networks.

DNA has more than 3.8 million subscription customers

DNA was established just before the turn of the millennium. Three mobile communication co-operative companies were formed in 1999: their task was to support and expand the business operations of the Finnet Group's telephone companies. These companies gradually transformed into the Group's mobile communication operations company, DNA Finland Ltd. DNA's predecessors were owned by around 40 Finnish telephone companies.

In 2000, the way was prepared for the launch of a new, national mobile phone service. By early February 2001, a network had been opened and DNA subscriptions were on sale. 

 

In 2001, DNA changed from a mobile communication operator into a major telecommunications company. The current DNA Group began operating on 1 July 2007, when DNA Plc's business operations merged with those of six telephone companies. Alongside its mobile communication business, the company obtained a strong fixed-network business, including voice, data, cable TV and security services for both households and companies.

DNA's key competitive advantages include a high-quality network, dedicated customer service, and up-to-date services and products. We are also proud of our bold brand.