In just over two decades, Finnish service provider DNA has set new benchmarks in the telecommunication industry by becoming a market leader in fixed broadband subscriptions in 2021 and recently surpassing Telia to hold the second position in the mobile subscription market. DNA’s commendable success can be attributed to its relentless focus on providing a best-in-class network experience and exceptional customer service, despite being a challenger to well-established providers Telia and Elisa.
The recent launch of 5G has accelerated DNA’s growth, aiding the company in recording a 3% increase in Average Revenue Per User (ARPU) for mobile communications, reaching €17.7. In the first quarter of 2023, while Elisa led the market with 3,595,000 subscribers, DNA reported 2,729,000, and Telia had 2,722,000 subscribers.
DNA’s impressive growth can be traced back to its unwavering commitment to network performance and customer experience. The company has been investing heavily in building 5G networks, fiber optic networks, and transmission systems. DNA’s 5G network coverage had reached 86% of the Finnish population by the end of March 2023. According to Jussi Tolvanen, CEO at DNA, the company plans to replace its remaining copper-based networks with modern solutions by 2025 and shut down its 3G network in stages during 2023-2024, freeing up bandwidth for more advanced network technologies.
Standing out in network quality, the Q1 2023 SpeedTest report of the top mobile operators in Finland revealed that DNA delivered the fastest median download speed at 101.59 Mbps and had the highest consistency in the country. Moreover, DNA also led in 5G performance, with the fastest median 5G download speed of 264.09 Mbps during Q1 2023. These results are consistent with the Omnitele study, which measured and compared data speeds among the top three service providers in Finland’s largest cities.
DNA’s focus on providing an excellent 5G experience by expanding its network has contributed to its increasing market share and ARPU. The company began offering 5G Fixed Wireless Access (FWA) in 2020, providing ultra-high-speed broadband to suburban and rural areas. This service is particularly beneficial in regions where deploying and maintaining fiber networks is challenging and expensive. DNA also provides guaranteed high-speed and reliable internet service of over 100 Mbps, ensuring quick and easy turnkey installation and superior customer experience.
In the retail consumer segment, DNA offers a three-year extended warranty for devices purchased through them and designs tariffs tailored to meet customer demands and evolving subscriber needs. DNA’s dedication to building a best-in-class 5G network differentiates it from its competitors and has proven to be a successful strategy for growing its market share and monetizing its 5G investments.
With this success, DNA is inspiring other telecommunication companies to focus on quality and customer experience, setting a new standard for industry players worldwide.