Telecommunications Sector

Market context and initial positioning

The Luxembourg telecommunications market is characterised by high concentration around a few established players with strong brand recognition and a dense commercial presence. At the time of our engagement, the market was dominated by Post Luxembourg, Orange and Tango, which held the bulk of market share across mobile and fixed internet segments.

In this highly competitive environment, SFR Luxembourg occupied a challenger position, ranked as the fifth operator in the market. This position meant low visibility, significant pricing pressure and difficulty in standing out against players with considerably greater commercial and marketing resources.

However, the initial analysis quickly revealed a major strategic asset: SFR Luxembourg had its own fibre optic network, offering superior technical capabilities to those of certain competitors, particularly in terms of bandwidth and service quality. This advantage, still largely untapped, represented an essential differentiating lever for repositioning the company in the market.

Market research and strategic analysis

Diwan Consulting conducted an in-depth market study structured around several complementary axes.

Our teams first carried out a detailed competitive analysis covering:

- the fixed internet and mobile offerings of the main operators,

- price levels and promotional policies,

- bandwidth offered and real network coverage,

- brand perception and marketing positioning.

This analysis identified significant gaps between the commercial promises of certain players and the actual performance of their networks, particularly in certain geographical areas.

In parallel, an analysis of points of sale and distribution channels was conducted. We studied the physical locations of competitors, shop performance, in-store customer journeys and the commercial arguments used. This field-based approach made it possible to understand the levers of influence at the point of purchase decision.

Finally, we assessed the real position of SFR Luxembourg in the market, combining quantitative data and qualitative analysis. Although the fifth player, SFR had an infrastructure capable of supporting an upgrade of its offering, provided its positioning was clarified and a coherent strategy was structured.

Defining the annual marketing strategy

Based on the analyses carried out, Diwan Consulting supported SFR Luxembourg in defining a structured annual marketing strategy, centred on the value of its network advantage.

The strategic choice was to position SFR as a credible and high-performing technology player in fixed internet, by launching a differentiating 500 Mbit/s offering at a time when the market was not yet saturated with very high-speed offers.

In a country with approximately 600,000 inhabitants and nearly 200,000 households, the challenge was not to compete head-on with the leaders across all segments, but to target high-potential households sensitive to connection quality, remote working and advanced digital uses.

This strategy enabled SFR Luxembourg to:

- strengthen its value proposition in a key segment,

- improve its credibility with consumers,

- achieve estimated market share gains of between 4 and 6% in the fixed internet segment, despite an initially unfavourable position.

Digitalisation of the customer journey and e-commerce

A central lever of the strategy was the complete digitalisation of the customer journey. Diwan Consulting led the design and deployment of an e-commerce site allowing prospects to discover the offering, test their eligibility and subscribe directly online.

The eligibility test was a key element of the system. It allowed potential customers to check, in a few clicks, whether their home was covered by SFR's fibre network and to immediately access the corresponding offers. This feature helped reduce friction in the purchasing journey and increase conversion rates. At the same time, a dedicated landing page for the 500 Mbit/s offering was developed to focus marketing efforts and maximise the impact of communication campaigns.

Deployment of a large-scale omnichannel campaign

To ensure maximum visibility for the offering and reposition the SFR Luxembourg brand, an omnichannel communication campaign was deployed. Diwan Consulting supported the production of a video clip, as well as the adaptation of visuals for all channels:

- cinema,

- television,

- radio,

- bus advertising in the capital,

- digital screens in shopping centres.

This multi-media presence strengthened the visibility of the offering and repositioned SFR Luxembourg as an innovative and competitive player. The consistency between the marketing message, the digital experience and the reality of the network played a decisive role in the credibility of the campaign.

Results and strategic repositioning

Together, these actions enabled SFR Luxembourg to change its trajectory in the market. From a player perceived as marginal, the company re-emerged as a credible challenger, capable of competing with the leaders on criteria of technological performance.

Beyond the commercial results, this engagement enabled SFR Luxembourg to:

- clarify its strategic positioning,

- structure its marketing and digital approaches,

- strengthen the value of its network assets,

- prepare the company for a broader transformation phase.

This repositioning was a key factor in subsequent events, notably during the entry of the Telenet group into Eltrona's capital and the merger between SFR Luxembourg and Eltrona, which would profoundly reshape the Luxembourg telecom landscape.

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Despite this infrastructure, Eltrona faced several structural challenges: lower brand recognition than market leaders, an offering sometimes perceived as less clear, and difficulty in converting its technological advantage into tangible commercial growth. The potential existed, but required a clear strategy, better exploitation of field data and marketing innovation capable of creating a breakthrough.

Post-merger integration and expansion of the strategic scope

The merger with SFR Luxembourg profoundly changed Eltrona's trajectory. Through this operation, the company was able to extend its network coverage to 100% of Luxembourg's territory, at a time when the market leader had not yet completed its fibre rollout.

This new reality represented a major structural shift in the competitive balance of the market. For the first time, Eltrona had an objective and measurable advantage in certain geographical areas, particularly in terms of bandwidth and service quality, with the ability to deliver up to 1 Gbit/s, compared to 30 Mbit/s for some competitors. The challenge was no longer purely technological, but strategic: translating this advantage into concrete market share gains, in a targeted and measurable way.

Detailed territorial analysis and identification of high-potential zones

Diwan Consulting conducted an extremely granular analysis of the territory, going well beyond conventional geographical segmentation approaches. Our teams worked at the level of:

- towns,

- villages,

- neighbourhoods,

- and, in some cases, streets and street segments.

The objective was to precisely identify the areas where Eltrona had a decisive competitive advantage in terms of internet bandwidth. This analysis revealed a key phenomenon: in many streets, Eltrona's fibre infrastructure was already deployed, visible through the presence of white internet boxes installed every 50 metres, but largely underused by residents. These infrastructures represented dormant capital. Potential customers were unaware of the existence of this technological advantage or of the concrete possibilities it offered them.

Designing a differentiating and localised marketing strategy

Based on this field analysis, Diwan Consulting designed a marketing strategy radically different from traditional telecom sector approaches. Rather than launching a generic national campaign, we prioritised a hyper-local approach, targeting the areas where Eltrona's competitive advantage was strongest and immediately activatable. The central idea was simple but powerful: make an invisible technological advantage visible and transform existing infrastructure into a direct commercial argument.

Marketing innovation: augmented street marketing and digital experience

This strategy materialised in an innovative street marketing campaign, designed to create a direct link between the territory, the technology and the customer experience. Stickers equipped with QR Codes were deployed in the identified streets, carrying a clear and immediately understandable message: "Here, 1 Giga internet available." This message transformed the street itself into a marketing medium, drawing on a concrete and measurable reality. By scanning the QR Code, passers-by accessed an augmented reality experience, allowing them to visualise the available services around them: mobile, television and above all the 1 Gbit/s internet offering. This immersive approach reinforced understanding of the offering and Eltrona's perception of modernity.

Digital customer journey and immediate conversion

The experience did not stop at discovering the offering. By clicking on the 1 Giga internet offering, users were redirected to an online eligibility test page, allowing them to instantly check whether their home was connectable. If eligible, they could subscribe directly from their smartphone, with no disruption to the journey and no additional commercial intervention. This system considerably reduced friction at the point of purchase and made it possible to convert simple curiosity into a subscription. In a post-Covid context marked by an explosion in connectivity needs, remote working and streaming, this proposition responded to a strong market expectation.

Commercial results and market impact

The results of this strategy were significant. In the areas where Eltrona had the identified technological advantage, the company recorded market share gains of up to 65%, an exceptional level in a historically locked telecom market. The fixed internet customer base grew rapidly and measurably, confirming the relevance of an approach combining:

- detailed territorial analysis,

- intelligent exploitation of existing infrastructure,

- marketing innovation,

- a smooth digital customer journey.

Beyond the figures, this campaign repositioned Eltrona as a reference technology player, capable of innovating not only on the network, but also in the way it commercialises its services.

Key lessons and lasting value creation

The Eltrona case study illustrates a fundamental principle of the telecommunications sector: performance does not rest solely on infrastructure, but on the ability to transform a technological advantage into value perceived by the customer. Through a structured, analytical and creative approach, Diwan Consulting enabled Eltrona to:

- activate a network asset that had been underexploited until then,

- differentiate its positioning against market leaders,

- accelerate its growth in targeted areas,

- and sustainably strengthen its credibility and competitiveness.

This experience demonstrates Diwan Consulting's ability to support telecom players on complex challenges, at the intersection of strategy, marketing, technology and field execution.

Conclusion

The telecommunications sector demands a rare combination of strategic expertise, technological understanding and operational mastery. The engagements conducted with SFR Luxembourg, Eltrona and the Telenet group illustrate Diwan Consulting's ability to support telecom players at every stage of their transformation: market analysis, commercial growth, digitalisation, mergers and acquisitions, and marketing innovation. In a sector in permanent transformation, our approach aims to turn technological advantages into lasting performance levers and measurable value creation.

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