Corporate strategy

Swisscom is Switzer­land’s largest telecom provider and through its subsidiary Fastweb it has an alternative telecom service provider in the Italian market.

Swisscom is the market leader in Switzer­land for mobile telecom­mu­ni­ca­tions, fixed network and tele­vi­sion. It also occupies a leading market position in a wide range of IT business segments.

Swisscom operates in a very dynamic en­vi­ron­ment. Mega­trends such as de­mo­graphic change, customisation and altered perceptions regarding health are indelibly shaping and altering our society and the economy and therefore have a long-term impact on the activities of Swisscom. The rollout of the 5G mobile com­mu­ni­ca­tions standard, the increasing penetration of cloud and edge computing, the growing im­por­tance of voice recognition and the advancements made in the field of artificial intelligence are short- to medium-term trends that impact Swisscom’s business. Finally, the global Covid-19 pandemic has left its mark on the year under review. Not only has it had a direct impact on Swisscom’s business per­for­mance, it is also affecting some of the trends mentioned above. The pandemic has shown how im­por­tant good network per­for­mance is for cus­tomers. Ex­pec­ta­tions regarding the stability and availability of the networks will continue to increase. The pandemic will further accelerate digitisation as it penetrates more and more into all spheres of life. This will increase the acceptance and share of teleworking, accelerate the digitisation of supply chains and boost automation efforts. The pandemic has also permanently changed the usage behaviour of cus­tomers, as indicated by, among other things, the increased use of online channels for shopping and making contact as well as the rise of contactless payment.

Digitisation is leading to new, rapidly developing business models. Swisscom’s core business is characterised by fierce competition with strong price pressure. The overall market for con­nec­tiv­ity services continues to shrink in Switzer­land and Italy. Global Internet com­pa­nies are using their economies of scale and forcing themselves into local ICT markets for both residential and business cus­tomers.

Swisscom is a market, tech­nol­ogy and innovation leader in Switzer­land with high quality standards, connecting both residential and corporate cus­tomers. It is at the heart of digitisation and enables its cus­tomers to seize the op­por­tu­ni­ties presented by the networked world without difficulty. In everything it does, Swisscom focuses on people’s needs. Its employees work in concert to provide inspirational experiences. Swisscom is committed and trustworthy in its actions and consistently seeks to learn new things and develop itself further, without ever losing sight of what is im­por­tant when pursuing its goals. What matters most to Swisscom is its cus­tomers’ trust in it. That trust is strengthened by Swisscom’s reliability and sustainability in everything it undertakes. To realise its vision of being a market leader in shaping the future and inspiring people in a networked world, Swisscom has set out three strategic aspirations. These aspirations define its strategy.