Customer promise and strategy

Our customer promise

Ready – to simply use the opportunities of the networked world.

With top quality, ground-breaking innovations and connected to people and the environment.

Almost no other company is more closely linked to Switzerland and the people who live here than Swisscom. Because people are our main focus, we also know that while some share our enthusiasm for a connected world, others are more cautious about the future. Swisscom has a duty to everyone to make the possibilities of a connected world accessible, easy to use and relevant. That is our responsibility. And it’s also our promise as the Swisscom brand.

Our strategy

Digitisation, changing customer requirements, predatory competition in the saturated core market and new providers with disruptive business models put our business under pressure. Our long-term corporate strategy aims to compensate for the decline in revenue and profit, thus maintaining the financial strength to invest heavily in new technologies.

Best customer experience

Swisscom works hard to keep its customers happy by offering them the best experience at all times wherever they are.

Best products
Best service
Best infrastructure

Operational excellence

Swisscom is implementing cost optimisation measures to counter declining revenue in its core business resulting from the impact of competition.

Greatly simplified IT & network
Digital leader
Smart investments

New growth

Swisscom is responding to the increasing market saturation and related price pressures with new growth opportunities.

Growth in the IT market
Focused growth in new areas of business
Maximising core business

Focus trends

Swisscom regularly analyses trends. From these, it identifies tangible, short- to medium-term trends that have a direct impact on Swisscom’s business. For example, the focus trend of Ultra-Broadband & 5G has already arrived in reality: in 2019, the first commercial networks went into operation globally. Other focus trends such as Cloud and Edge Computing or Cyber Security are already having a major impact on many companies worldwide.

Automation means that process sequences are controlled by machines, while humans monitor the overall automated process. Repetitive physical work steps and processes within digital systems that are traditionally performed by humans offer great potential for automation. However, intelligent automation (a combination of AI and robotic process automation) will enable future automation to go well beyond repetitive tasks.

In 2019, the first commercial networks went into operation globally. And 5G networks are being expanded rapidly. Despite political resistance, Switzerland is a pioneer in 5G expansion. Telecoms providers continue to invest substantially in the expansion of wireline ultra-broadband infrastructure.

Cloud solutions promise, among other things, lower costs and higher scalability – but also greater simplicity and better features for the development of applications. High bandwidths and increasing connectivity encourage the spread of cloud solutions. Edge clouds are of central importance for IoT and gaming (low latency). For example, they enable sophisticated analytics at the network edge (data is processed decentrally where it is produced).

Pay TV providers are in fierce competition with globally active OTTs and media companies are also trying to address end consumers directly through digital streaming services. Content is increasingly consumed via mobile devices and regardless of location. Overall, it is noticeable that consumers use a variety of media in parallel.

Digitalisation has become everyday for companies. Many processes and business models are completely IT-based, making them attractive targets for attackers. Today, cybercriminals have specialised and professionalised. Successful attacks can threaten the very existence of a company. The human factor remains a major challenge when it comes to vulnerability. Comprehensive security concepts to counter cyberattacks are therefore essential for states, companies and private individuals.

The IoT ecosystem connects the digital and physical worlds. Drivers of this development include the significant increase in smart home devices, smart wearables and networked value chains – based on constantly improved connectivity (speed, latency), the availability of cloud IoT platforms and improved analysis options. Efficient networking enables new business models, automated processes, novel customer interactions and smart products.

The fast pace and density of information in the media environment makes it more difficult to check the authenticity of news. The focus is primarily on social media, which increasingly influences political and non-political opinion-forming processes due to its wide reach. “Fake news” usually refers to news spread via digital channels and in particular on social networks and media. Technological advances are leading to an expansion of fake news into images and videos (deepfakes).

Artificial intelligence refers to IT solutions and methods that perform tasks autonomously, without the underlying rules being explicitly specified by humans. AI learns to perform jobs and organise workflows better based on data. The areas of application for AI have greatly expanded, and the current focus is on real-time and predictive applications and deep learning (based on artificial neural networks with many intermediate layers).