Every operator made the same bet—go digital, close stores, turn over distribution to the resellers. Somewhere along the way, they gave away the customer relationship. In the first half of 2025, data usage grew in 92% of markets while ARPU grew in only 50%. Operators are delivering more yet earning less. 

Tele2 is fighting back. It’s opening physical stores while everyone else is closing them, consolidating six IT stacks down to two, and using AI to rebuild subscriber relationships at scale. For this episode, I talk with Ove Wik, EVP and CTIO at Tele2, about what it takes to reclaim customer relationships, why most BSS transformations never get finished, and what real change actually takes.

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This week’s guest:

Ove is CTIO at Tele2. He has spent his entire life in telecom operators, starting in Sweden at a time when one incumbent provided fixed telephony. He has navigated more than 40 years of telco evolution that has included intense competition, extensive product portfolios, and international operations.

With a background in engineering, Ove has worked in technology, product management, sales, operations, and strategy. Some of his international assignments have included COO at Yoigo Spain, Head of Transformation at Salt Switzerland, and Head of Digital Enablement at Veon Group. For more than 25 years, he has worked to drive change through a combination of technology, organization, and culture.

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