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a consistent challenger message and energetic internal culture, it has more recently come to rethink what it means to be a Democratiser in communications today. Viktor Wallström, EVP of Communications and Sustainability, is clear on the shift Tele2 needs to make here as a Democratiser:
“Historically, Tele2 came in as a challenger within the telecoms industry to challenge high prices and make telecoms accessible to the masses. Then it was basically about price – we went in, we lowered prices and we made it accessible for everyone.
"Today it’s a little more complicated. In the telco landscape there are now many price fighters
on the market. So, what we try to do is continue
to democratise, but do it on a number of other dimensions as well. Simplicity is one of them – making sure it’s easy to be a Tele2 customer, with no hurdle in becoming a customer and accessing connectivity. And a different aspect now is that
we are enthusiasts of connectivity, and that’s what we provide, but we also see that there is a dark side to the connected life, mainly around children and their online presence. So what we try to do is have a number of activities to work against – child sexual abuse imagery, for example, which we block in all our markets.”
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