Consumers decide the way forward for DNA's new services

Based on the results of a customer survey conducted amongst DNA's key customer groups, DNA introduces a brand-new operator concept to the market. This unique concept means that subscriptions are no longer promoted with special offers, as is typical to the industry, but are instead sold at permanently affordable prices. The new operator concept is dubbed DNA Pro.

The DNA Pro concept completely readdresses many issues that are standard fare in the industry, but which are also the target of customer criticism.  Heavily criticised tie-in deals and the ground rules for fixed-term subscriptions have also been revamped in line with customer wishes. Customers can now select the length of their agreement period, and agreements can be terminated at will before they expire. Fixed-term agreements are now also easy to terminate.

DNA Pro pricing levels are clearly below those of its competitors: this has been achieved by customers paying only for the services they use, and the minimisation of the traditionally most significant operator cost components. Marketing activities focus on cost-efficient electronic media, and the concept is sold from online stores. Invoicing is in electronic format, and customer services are also available online. When they so desire, customers can opt for paper invoices and telephone customer services, charged for separately.

In line with the wishes expressed in the consumer survey, DNA Pro responds to the meteoric rise of smart phone use by including unlimited data use as a basic feature, with no additional monthly fees, of all mobile subscriptions. DNA Pro telephone subscriptions also include 3,000 minutes of free DNA-DNA calls, which will come in handy in communications within the family or amongst friends. DNA Pro offers customers a wide selection of smart phones at extremely competitive prices (for example, iPhone 4 and Samsung Galaxy S2).

For Mokkula users, DNA Pro offers the least costly mobile broadband available in the market with unlimited data, and a superior selection of USB data modems for the fastest 3G network in Finland. 

- ‘The development of DNA Pro started off on a clean slate, with a focus on feedback from consumers. Based on our customer survey, a wireless Internet connection is considered to be a basic feature of modern telephone subscriptions, which customers are reluctant to pay extra for. The survey also identified areas of development in fixed-term agreement pricing models and the grounds for changing your subscription type. These views have now been taken into account in DNA Pro. We aim to continue serving the mobile telephony market, with permanently affordable pricing and genuinely consumer-oriented service development', says Vesa Savolainen , head of the DNA Pro business.

DNA Pro is a sector of DNA's Consumer Business. Vesa Savolainen is in charge of DNA Pro business. He reports to Pekka Väisänen, Vice  President, Consumer Business at DNA.

For further information, please contact:

Vesa Savolainen, Director, DNA Pro business, DNA Ltd, tel. +358 (0)44 044 2024, vesa.savolainen@dna.fi  
DNA Corporate Communications, tel. +358 (0)44 044 8000, viestinta@dna.fi
www.dnapro.fi

DNA Ltd is a Finnish telecommunications company providing high-quality, state-of-the-art voice, data and mobile communications and TV services to private customers, corporations and other organisations. DNA Group's turnover was EUR 690 million and its profit EUR 65 million in 2010. DNA has over 3 million mobile communications and fixed networks customer contracts. For further information, please visit www.dna.fi .