How DNA Ltd Group was established
- From a mobile communication operator for telephone companies, to a full service telecommunications company
- In 1999, local telephone companies establish a mobile communication operator
- In 2001, sale of subscriptions, the dna brand is launched
- In 2003, Telia Mobile branch acquired
- In 2004, hyper competition in the mobile communication markets requires new approach
- In 2005, DNA restructured (Finnet Group).
From a mobile communication operator to a data communication group
DNA was established just before the turn of the millennium. Three mobile communication co-operative companies were formed in 1999: their task was to support and expand the business operations of the Finnet Group’s telephone companies. These companies gradually transformed into the Group's mobile communication operations company, DNA Finland Ltd.
DNA’s predecessors were owned by around 40 Finnish telephone companies.
In 2000, the way was prepared for the launch of a new, national mobile phone service. By early February 2001, a network had been opened, extensive marketing launched and DNA subscriptions were on sale.
In 2007, DNA changed from a mobile communication operator, into a major telecommunications company. This was followed by wholesale changes in the company’s ownership. As a large number of telephone companies gave up their stakes in DNA, capital investor 3i became an owner.
The current DNA Group began operating on 1 July 2007, when DNA Ltd's business operations merged with those of six telephone companies. Until then, the parent company was Finnet Ltd. Alongside its mobile communication business, the company obtained a strong fixed-network business, including voice, data, cable TV and security services for both households and companies.
- In 2007 and 2008, DNA made several business transfers, through which some tasks previously performed inside the company were transferred for handling by cooperative partners.
- DNA cut overlaps created by these business combinations, reducing staff by more than a 100 through various restructurings.
- The DNA Market and DNA Store chains were combined at the beginning of 2008.
- In May 2008, DNA announced that corporate sales units would be established in eight new economic regions.
- In 2009, DNA centralised its operations in a single organisation, while shifting from a technology-based operating model to a customer-focused division: consumer business and corporate business.
- DNA’s business growth is based on distinctive marketing and value for money. We stay at the leading edge by benefiting from the latest knowledge and skills, combined with our strengths. DNA has a light, efficient organisation and excels in customer service.
Welho becomes part of DNA
On 31 May, DNA Ltd reached an agreement with Sanoma over the purchase of Welho’s business operations. The authorities gave the transaction the green light and Welho was incorporated into DNA Ltd on 1 July 2010. As well as broadening DNA and Welho’s service portfolio, this has given new momentum to the development of content services.
This business transaction combines the resources of two powerful players: Welho has a strong position in the fixed-network business in the Helsinki area, while DNA is a major nationwide telecommunications service provider, with a market share of 25%. It is also the leading fixed-network service provider in the Oulu, Lahti, Turku, Pori, and Kuopio regions.
In the wake of the transaction, DNA had some three million customers, almost 600,000 with cable television subscriptions. This makes DNA a leading TV operator, with a 43 per cent share of the Finnish cable TV market.