Tele2 is the most aggressive challenger of the status quo and lowest price provider among the network operators in all the markets where they are active. In Sweden Tele2 is the challenger on regular phones, cell phones, internet and mobile internet. The turnover in Sweden today for Tele2 is 12 billion SEK (approx 1. 7 billion USD), and they have 3,5 million customers in a country with 9 million residents.

Niclas Palmstierna is the CEO of Tele2 since 2006. He is also a member of the Tele2 group of executive’s board. At the age of 26, Niclas was hired as trainee at Tele2 and from there he has traveled all the way to the top as a member of the global executive board.

What are the challenges faced by Tele2?
“It is important for us to have the customer as our focus and also to see, learn and meet the demands of the customers. We strive to know the customers need, rather than just looking at what can be done technically. Of course we invest in new techniques and we are innovative in what we do. For example, we are building the fourth generation of mobile networks and on the other hand we offer smart and simple services to our customers. For example, today if Tele2 is Sweden’s largest reseller of ice-cream; you can send an ice-cream sms to your friends."

(One of Tele2’s innovative services is the sale of gifts of ice cream through SMS. Want to give a friend some ice cream? Just SMS Tele2 with your friend’s cell phone number and Tele2 will send a SMS to your friend for the ice cream which she can show at the ice cream parlor for the free ice cream which you pay for on your next Tele2 bill.)

Why is Tele2 working with Lots^®?
“We work with Lots ^® in the global executive board and it works really well. When we did the business planning for Tele2 Sweden, Carl Filip Bergendal from Scandinavian Leadership helped us by being a forceful, inspiring and good facilitator. He has guided us through the process in a very comfortable way. He helped us in keeping a high tempo and following the red thread. At the same time we had a good open dialogue in a stimulating environment.”

What do you appreciate in Lots^®?
“Lots^® gives us the possibility to reflect. With the help of Outside-In thinking we can see the market around us and discover new trends more easily.”

Being the CEO of Tele2, Sweden, how would you like to describe your leadership?
“Tele2 has evolves with a mix of both Scandinavian and American leadership. Our values are Challenge, Simplicity, Customer focus and not to have hierarchies. But we also have a flexible business interaction with the customers according to the country’s unique culture.”