DNA's story

2001 The beginning

DNA starts its life as a mobile operator.

In 1999,three mobile telecommunications companies were set up to expand the Finnet group’s range of telephone companies. Through various phases, these give rise to the Group’s mobile communications business, DNA Finland Oy. At the beginning there are about 40 Finnish telephone companies involved in the business. Preparations for opening the new nationwide mobile phone service are made during 2000. The network is scheduled to open in early February 2001, and sale of DNA subscriptions will begin at the same time.

2002 One billion users

There are an estimated one billion mobile phone users worldwide.

As the world congress of the mobile phone industry held that year in Cannes, France, one of the hot topics is sending picture messages.

An STT news item from 2002 gives the following helpful explanation: “Multimedia communications is the next step in text messaging. MMS allows you to send and receive text, audio, graphics, images and videos.”

2004 Advertising campaign

DNA begins its much-anticipated advertising campaign for low prices.

In one of the campaign ads, a neighbour buys 500 garden gnomes, and in response to their high price, he simply remarks, “elämä on” – such is life. The phrase takes on a life of its own, making DNA known throughout the country.

DNA’s advertising campaigns have won several awards in the industry over the years.

2007 Consolidation of business operations

The current DNA Group is launched as a result of combining the business operations of DNA and six telephone companies. Involved in the group are Päijät-Hämeen Puhelin, Oulun Puhelin, Lännen Puhelin, Kuopion Puhelin Satakunnan Puhelin and Lohjan Puhelin.
Finland is making the transition to digital television. Apple launches the iPhone, a touchscreen device.

2010 Welho

DNA acquires Welho, Finland's largest cable TV operator.

2011 Construction of the 4G network begins

In Finland, 2011 is the decisive year of transition to smartphones. Data transfer technology progresses in leaps and bounds once the 4G network expands at a faster rate than the 3G network.

As the Finnish national broadcaster Yle noted in August of 2011, “With 4G, the actual data transfer speeds are even better than with the much-used ADSL broadband network, which is based on copper cabling.” DNA acquires Forte Netservice Oy, a provider of telecommunications services for corporate customers.

2013 DNA acquires Plus TV

DNA is the only TV operator in Finland to broadcast HD channels in the antenna network. Through the acquisition, Plus TV’s 220,000 customer households also receive DNA’s HD channels.

2014 TDC and Finnish Shared Network Ltd

DNA acquires Danish communications conglomerate TDC’s Finnish companies, in the process taking on a larger role in providing telecommunications services to companies. DNA is involved in founding Finnish Shared Network Ltd, which provides better coverage for mobile broadband and phone services in northern and eastern Finland. Smartphones are taking over: by now they account for 60 percent of mobile phones used in Finland.

2015 One brand

All DNA’s business operations are brought together under a single brand.

2016 Stock exchange listing

DNA is listed on the Helsinki Stock Exchange. DNA’s 4G network reaches 99.6 percent of the land area of mainland Finland by the end of the year.
DNA’s mobile network is faster than average in the ten largest towns in Finland

2017 Great Place To Work certificate

Employees at DNA are satisfied and customers are happy. The group’s core values – speed, agility and straightforwardness – make a positive impact not only on customer experiences but also in the work community. As one indication of our vibrant working culture, in October 2017 DNA is awarded the Great Place to Work certification.

2018 5G era is approaching

DNA is ranked second best place to work in Finland in the Great Place to Work survey’s large companies category.

DNA introduces the 5G Smart Home at Pori SuomiAreena to demonstrate speed and potential of the upcoming 5G network in action.

2019 Best workplace in Finland and new owner

In early 2019, DNA buys Moi Mobiili, a virtual network operator that operates in DNA's network.

DNA is ranked #1 as the best place to work in Finland and #13 as the best place to work in Europe in the Great Place to Work survey’s large companies category.

DNA builds 5G network for test use in Helsinki, Pori and Hyvinkää. The potential of the 5G network is demonstrated again in the 5G Smart Home at Pori SuomiAreena. Sales of 5G services are scheduled to begin in December.

In April, Norwegian telecommunications group Telenor announced, that it would buy 54% of DNA's shares from Finda and PHP Holding. During the mandatory tender offer following the transaction, Telenor's shareholding over DNA increased to more than 90%, so the company is going to redeem the rest of DNA's shares. DNA becomes a subsidiary company of Telenor.

DNA will continue to operate under its own name and brand as before. The transaction will not affect DNA's customer relationships.