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Corporate strategy

Corporate strategy and objectives

Our market environment has undergone tremendous change in recent years. Digitisation is omnipresent and is picking up pace. Customer needs are also changing as a result of the breakneck speed of technological change. The competition on the saturated core market is becoming increasingly fierce and new providers are gaining a foothold in the market with disruptive business models. These developments are exerting pressure on our business. The aim of our long-term strategy is to compensate for the decline in revenue and income in order to maintain financial strength for the high level of investment in new technologies.

Our focus for 2017

Five strategic priorities

To improve our competitive edge, we are focusing on the following five core priorities: operational excellence, transformation, maximisation of core business, growth and Fastweb development.

  • Operational excellence

    “By simplifying business processes and continuously improving our efficiency, we will improve the stability of our Swiss business.”

    Mario Rossi, Head of Business Steering Switzerland

  • Transformation

    “We will continue to make major investments in new technologies so we can offer our customers the best in a networked world.”

    Heinz Herren, Head of IT, Network & Infrastructure

  • Maximisation of core business

    “Innovations and best experiences set us apart from our competitors, impress our customers and generate revenue.”

    Dirk Wierzbitzki, Head of Products & Marketing

  • Growth

    “With the Cloud, AI, IoT and new data-based solutions, we are opening up new opportunities in our corporate business.”

    Urs Lehner, Head of Swisscom Enterprises

  • Fastweb development

    “We are speeding up growth in all business sectors and capitalising on opportunities in the Italian market.”

    Alberto Calcagno, Fastweb

Mega trends

Where we're headed

Mega trends change our habits, the way we work and live. None more so than the digitisation mega trend: we are always networked everywhere – for business or in private. We live in smart cities and work flexibly. We shop more discerningly and save resources. Besides all the benefits for society, mega trends also drive the economy – they open up growth markets for the ICT industry. And we build on that, by developing smart solutions today for the Switzerland of tomorrow. For there is no doubt about it, the future is digital.

Our vision

The best in the networked world – everywhere and all the time

In an increasingly digitised world, Swisscom always offers its customers the best – regardless of their location. As an optimal companion in the networked world, Swisscom strives to ensure simplicity and is a trusted, inspiring partner for its customers. In this formative role, Swisscom is helping to shape this new world and make Switzerland into a leading European ICT centre.

Building the best infrastructure

Swisscom wants to offer its customers in Switzerland and Italy the leading IT and communications infrastructure. Reliance on high-performance networks that are always available will continue to increase in future. Swisscom is fulfilling the ever-growing requirements of its customers with networks that are second to none in terms of security, availability and performance.

Offering the best experiences

To clearly distinguish itself in its core business, Swisscom is committed to delivering first-class service to its customers and inspiring them with unique experiences across the board. Swisscom customers can count on us as a competent, reliable partner and enjoy service that is individual, flexible and personal at all points of contact.

Realising the best growth opportunities

In Switzerland, we see opportunities for growth in the further development of the core business, while Italy offers a great deal of potential due to relatively low broadband penetration. We aim to take advantage of opportunities in the following sectors: entertainment (TV), healthcare, the Internet of Things, the cloud, digital security, solutions for business customers as well as advertising and e-commerce solutions.

Corporate Responsibility

Sustainability pioneer

Swisscom has a vision of Switzerland as a modern, forward-looking country: a country brimming with opportunities, particularly in the area of sustainability. Swisscom bases its strategy on six focuses and has defined a long-term goal for each by 2020.


What we aim to achieve

Based on its strategy, Swisscom has set different short and long-term goals, which take into account economic, ecological and social aspects.

Financial Goals for 2017

Net revenue approx. CHF 11.6 billion
Operating income before depreciation and amortisation (EBITDA) approx. CHF 4.3 billion
Capital expenditure in property, plant and equipment and other intangible assets approx. CHF 2.4 billion

Ecological goals

Energy efficiency in Switzerland +35% to end 2020 (compared with 2016)
CO² emissions in Switzerland 2:1 (savings twice as great as own emissions) by end-2020

Other goals

Ultra-broadband in Switzerland 90% cover by end 2021
Ultra-broadband in Italy 50% cover by end 2020

Our values

We focus on people and their relationships. We are successful together.

Careers in Strategy

We are looking for Strategy Managers to join us in shaping the future.