COMMERCIAL STRATEGY

Anders Olsson

Chief Commercial Officier

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TELE2 POSITIONINGHIGH QUALITY

LOW QUALITY

HIG

H P

RIC

E

LO

W P

RIC

E

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Quality 1:Coverage

POSITIONING PER MARKET

OVER TIME

Quality 2:Innovation

Price Leaders

Defender strategy:

Challenger strategy:

Move perceptions of

Coverage and Innovation

Entry strategy:

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2)

1)

3)

� Russia

� Croatia

� Sweden

� Holland

� Norway

� Estonia

� Latvia

� Lithuania

THREE BRAND CLUSTERS

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CUSTOMER LIFETIME VALUE

LTV

ARPU

Margin (%)

Acqusition LoyaltyTime

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CUSTOMER SERVICE JOURNEY

Online & Physical stores

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CUSTOMER SERVICE� High ranked customer service experience

� Secure competitive customer service cost

� Generate revenue on customer service contacts

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Low churn

REACTIVECAMPAIGNS

VALUE

Launch activities when problems arise

Low value of churn

in money

Capture value before actual churn happens

TELE2 GOAL

APPLIED STRATEGY

CUSTOMER LOYALTY

Increase customer

loyalty

Anticipate customer needs to make them

more loyal

UP TO NOW

SHORT TERM (2009)

MID TERM (2010)

DPMT FOCUS

Churn reduction by 1 percentage point will in 5 years result in approx. SEK 4 000 million revenue increase

INCREASED FOCUS ON VALUE

OF CHURN

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� We will never compromise on the Best Deal

� Main component is perceived price leadership

� Focus on customer lifetime value

SUMMARY

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Q&A