Sweden's Tele2 loses CTIO to Asian operator

Tele2 said Joachim Horn, its current executive vice president and CTIO, is to leave the company in order to take up a new position at an undisclosed telecoms company in Asia.

Horn has held the position of CTIO at the Sweden-based operator since 2011. Niklas Sonkin, executive vice president for Central Europe and Eurasia, will become acting CTIO for the group in the meantime.

"I truly enjoyed my time at Tele2 and I'm glad I was able to contribute to the company's success…I'm absolutely confident that Tele2 will continue to be successful in challenging the industry," Horn said.

Indeed Tele2, which now has operations in nine countries with 14 million customers, has typically adopted a challenger approach in the markets where it is present. In Sweden it is currently focusing on winning customers by offering large data allowances within smartphone and mobile broadband tariffs of up to 100 GB per month.

In the recent presentation of its first-quarter figures for 2015, the company said initial results from its strategy of offering "big buckets" of mobile data were very encouraging, with net sales in Sweden up by 4 per cent year on year to SEK3.13 billion (€335 million/$363 million). Overall group revenue increased by 6 per cent to SEK 6.5 billion. Sweden is the group's largest market by revenue, followed by the Netherlands.

"Our customers' willingness to buy more data has been higher and their perception of the service offerings has been more positive than expected. This is definitely the right way forward," the company said in the presentation.

As well as introducing large data buckets at competitive prices, the company completely overhauled its approach to smartphone tariffs at the end of 2014 by decoupling the cost of the smartphone from the service tariff and also separating the data allowances from bundles of voice minutes and texts.

Rival operators Telia Sweden, Three Sweden and Telenor Sweden also typically offer large data allowances, although only Three Sweden offers larger buckets: the operator's mobile broadband plans include up to 200 GB of data a month, and it has also just increased its smartphone data allowances to a maximum of 50 GB.

For more:
- see this Tele2 release
- see the Tele2 Q1 2015 results

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