The cornerstone of DNA’s strategy is customer satisfaction

DNA’s vision and mission are the most satisfied customers in the market. We want to make our customers’ lives more inspiring, productive and entertaining. We provide connections, services and devices in a clear, easy and cost-efficient manner.

All of our operations aim at DNA having the most satisfied customers in the market.

At DNA, the customer comes first; we place special emphasis on customer experience. To succeed in this, we provide high-quality, fairly priced and easy-to-use products and services. We provide our customers with relevant product bundles, high quality omnichannel shopping and customer service experience throughout the customer life cycle. DNA’s goals are to offer the best uniform omnichannel customer experience and efficient and agile product design.

Our strong network infrastructure allows success going forward and plays a key role in increasing our market shares.

DNA believes that its extensive, mainly self-owned mobile and fixed network guarantee it a strong position in the market. DNA’s advanced mobile network covers the whole of Finland. DNA’s 4G mobile network is expected to provide 4G coverage to 99.6 percent of the population of mainland Finland by the end of 2016. The strong mobile network guarantees that DNA will continue to provide fast and high-quality mobile services to its customers. DNA’s HFC network is the most extensive in Finland with footprint covering approximately 850,000 households and enabling gigabit grade broadband speeds. DNA’s DTT network covers approximately 85 per cent of the Finnish population.

Our multi-platform TV strategy allows a differentiated and high-quality TV and video offering.

DNA’s strategy is to allow its TV subscribers to enjoy TV and video services on any platform at any time. DNA’s television services are available on the cable and terrestrial network, as IP-based services and via the mobile network. Various platforms add flexibility as they allow the customers to choose the preferred distribution plaform and service. In recent years, DNA has focused strongly on HDTV services of the terrestrial and cable network and on mobile TV services.

We leverage our enhanced position in the corporate business to grow market share and profitability.

DNA’s strategic goal is to increase the market share of its corporate business in the coming years. DNA is targeting municipalities, SMEs and increasingly the large enterprise customer segment. DNA’s ability to serve the large enterprise segment improved significantly following the acquisition of TDC Finland, and, in 2015, DNA implemented an increasing number of international solutions for its customer companies.

We aim to achieve the best financial development in the industry and faster-than-market revenue growth.

The financial development is measured against the industry primarily by the EBITDA margin trend, while the rate of revenue growth is measured against the market by the relative revenue trend. Continued cost and capital expenditure control and operational efficiency initiatives further enhance cash flow generation from the business. DNA’s updated IT systems enable customers to conduct even better, real-time and seamless transactions with DNA while also streamlining DNA’s operations.

DNA is targeting growth both organically and potentially via bolt-on in-market acquisitions which are either highly synergistic or allow to strengthen DNA’s strategic position in its key growth areas.

We aim at increasing customer invoicing through upselling and cross-selling in the Consumer segment.

DNA believes it can significantly increase its subscription-specific net sales in mobile communications. DNA’s 2G and 3G subscribers are switching over to high-speed 4G subscriptions, whose subscription-specific net sales are higher than in 2G and 3G subscriptions. In addition, DNA has an opportunity to increase the number of fixed-network broadband subscriptions in consumer business. In fixed-network broadband, subscription-specific net sales can be increased as customers adopt increasingly high-speed broadband services. Another key part of DNA’s strategy is to cross-sell services across its offerings to its existing customers.

We want to be a great place to work.

DNA develops its personnel continuously and aims at having a dedicated and competent employee in each position. DNA believes that satisfied employees are fundamental in order for it to be able to provide high quality customer service. DNA participates each year in the Great Place to Work survey in order to monitor its development as an employer.