Swisscom Group
Vision, strategy and goals

Our vision, purpose, and values, together with the group strategy and the five strategic group goals, form the basis for the long-term successful positioning of Swisscom.

Our purpose

Empowering the digital future

Our vision

Innovators of Trust

The most trusted Swiss tech innovator creating unique customer experiences with positive impact for society.

Our values

trustworthy, committed, curious

This is Swisscom

As «Innovators of Trust» we enable and shape the digital future — for our customers and for ourselves. With innovative products and services and the trust of our customers, we create unique customer experiences with a lasting impact on the environment and society. In Switzerland and around the world.


We focus on three values that define the attitude with which we do our work.


We are close to our customers and employees and act responsibly and reliably.


We pursue our goals with passion and we focus on what's important.


We are continually developing and always grasp new opportunities.

Our group strategy

The group strategy describes how we will achieve our vision. «Delight customers» and «Innovate for growth» refer to the strategic priorities for our customers. «Achieve more with less» and «Perform together» pertain to the internal transformation of Swisscom.

Delight customers

Create unique customer experiences every day

Innovate for growth

Deliver digital products and services of the future

Achieve more with less

Drive transformation at pace with AI, digitalization and simplification

Perform together

Develop ourselves and our collaboration relentlessly

Our group goals

Swisscom has set five strategic group goals. These ensure that Swisscom is ready for the future, remains successful in a dynamic market environment in the long term, is perceived as an attractive and responsible employer and can continue to assert itself as a market, technology and innovation leader in the future.

Trusted leader

in digital life & business

Swisscom aims to strengthen its position as market leader in Switzerland and to continue its growth as a key provider in the market for IT services. Swisscom forms the digital backbone of Switzerland and offers relevant, innovative products and services for private customers («Digital Life») and business customers («Digital Business»). Swisscom’s subsidiary Fastweb aims to keep making a significant contribution to Swisscom’s growth as the leading challenger in Italy. Through continuous investments, Fastweb further expands its own convergent ultra-broadband network and continues to grow in the IT solutions business.

 in innovation & reliability

Swisscom aims to provide its customers with innovative, reliable products and services that are based on the latest, most relevant technologies. Swisscom prioritises selected areas of innovation such as Future of Network, AI & Automation and Security and monitors developments in other long-term topics.

Ensuring resilience and security in network, IT and infrastructure constitutes an important foundation for customer trust. Through targeted investments and automation technologies, Swisscom ensures that disruptions and security vulnerabilities are reduced to a minimum.

Rock-solid financials

Swisscom is characterized by a very high level of financial stability. Securing profitability and cash flow as well as long-term value creation are fundamental to continuing to pay an attractive dividend. Swisscom will furthermore ensure a strong balance sheet in the future.

in sustainability

As a trustworthy company, Swisscom is committed to corporate and digital responsibility towards society and the environment and promotes sustainable innovations. Swisscom commits itself to net zero and focuses on a consistent circular economy, CO2 reduction measures and a positive CO2 contribution to partners. Swisscom furthers society's media literacy through a wide range of offerings and wants to support Switzerland in positioning itself as an internationally recognized technology leader. Swisscom also advocates for improved working conditions in the supply chain and ethical handling of data and technologies, among other things.

High-performing teams

For Swisscom, employees are the key to success. As a leading ICT company, we impress with high-performing teams and a motivating culture. We focus on people, continue to attract and retain the best talents in the future, develop future-oriented skills and convince with a diverse and high-performing organisation.