| Finnish Market for Mobile Telephone Operators |
DNA
Companies operating in conjunction with the dna brand are part of Finnet.
Finnet is a Finnish telecommunications group providing its customers with
a complete range of local and nation-wide voice, data and digital television
communication services. Finnet's primary market area is Finland. The Group's
turnover in 2001 totalled EUR 665 million, and its total number of employees
was 4,100.
Companies
operating in conjunction with the dna brand are:
• DNA Finland Oy - Finnet's nation-wide mobile operator
• Nettiportti Oy - Finnet's national Internet service operator
• dna+ (former Suomen 3 P Oy)- Finnet's new nation-wide sales channel
| Strengths | Weaknesses |
| Lot’s
of customers ( 400 000 in Finland ) Succesfull and wide marketing ( 15% marketshare target) Pure Finnish Works over 60 countries Own web-connection system Wide reacharea |
Cheap prices Low audibility Low profitability |
| Opportunities | Threats |
| Possibility
to get official customers Competetive in prices Opportunity to make the image better |
A cheap
image Low marketshare It’s cheap only if you call to another DNA-operator New possible foreing operators (now there is only finnish operators in the market) |
Organisation
DNA Finland Ltd has approximately 160 employees.
The executive leadership
team:
Ari Tolonen, CEO
Kai Friman, Vice president, CMO
Nina Rautiainen, HR manager, HR/HRD
Taneli Ropponen, Vice president, CTO
Sari Tulander, Vice president, CFO
Matti Makkonen, Chairman of the board
They decided
to reform their brand and found out a name DNA, which is very different from
others. Margeting research was a good help on that. Results of the research
was that people get the right idea of the new brand.
Objectives
Their objective is to establish DNA Ltd in the hearts and minds of their customers.
They aim to provide the point at which their needs interlock perfectly with
what digital services can provide. DNA wants to offer customers individual,
affordable and easy-to-use mobile services, which they can tailor to meet
their personal needs.
They are striving towards these objectives through being an operator with
a strong local presence, offering cost-effective services and making a difference
within the sector.
Target group
The main target group is youngsters, people which have used a lot of gsm and
internet.
News:
DNA bought Telia’s mobilephonesfunctions in Finland. Now they have 700
000 customers and their marketshare is now 15 %. Like they wanted that to
be and the marketshare is growing.
