Mobile Heroes: Geir Jangås, vice president of digital analytics, Telia Norway

Mobile Heroes: Geir Jangås, vice president of digital analytics, Telia Norway

Published
September 2020

What makes a mobile strategy successful?

One of today’s major marketing challenges is prioritisation. With consumer behaviour changing daily and technology developing rapidly, establishing a focus point can feel more like going with your gut than developing a strategy. For Telia, a Norwegian mobile phone operator, this was all the more reason to adopt a customer-centric approach to mobile. In this video, Geir Jangås, head of digital and analytics, shares the key learnings of their journey.

Read more about Telia’s approach in our overview article.

0:03

My first ever mobile phone, that's a very long time ago, but I think it was a Nokia 6210.

0:09

My name is Geir Jangås, I’m the vice president of digital analytics at Telia Norway.

0:17

In other companies, we talked about mobile first and mobile strategy as something specific.

0:21

What I experienced when I came to Telia was that we don't talk about it.

0:25

It's just an integrated part of the business plan.

0:33

I think I'm most proud of the way we are working as one team now.

0:34

We are much more aligned across teams, having the same view on the goals and the ambitions that we are trying to achieve.

0:41

Acknowledging that you're in a change, right?

0:45

You really, really spend a lot of time on driving this change.

0:48

I think that's a key thing to succeed with a digital transformation.

0:54

Try to digitalise the customer journey, using data to map out the different interactions with their customers,

1:00

and create the digital DNA for the customer.

1:05

When we are talking about digital transformation, it's easy to think about it as something technical.

1:11

But it's more about the people and the culture in the company.

1:14

Because it's much more in the mindset of how you perceive customer interactions using data

1:21

and digital touch points for the customers than the technology in itself.

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