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The telecommunications industry is one of the structural pillars of the global economy and of digital transformation. It supports business digitalization, technological innovation, territorial competitiveness and evolving consumer usage. Driven by the widespread adoption of fiber optics, the deployment of 5G and the rise of digital services, the sector is undergoing a profound transformation of its business models, infrastructures and go-to-market approaches.
Globally, telecom operators operate in an environment characterized by high capital intensity, increasing competitive pressure and growing expectations in terms of service quality and coverage. The ability to combine operational excellence, marketing innovation and mastery of customer journeys has become a major differentiating factor.
In this context, Diwan Consulting has supported major telecommunications players for several years, particularly in Europe, on strategic, marketing, digital transformation and M&A topics. Our expertise is built on a deep understanding of market dynamics, technological challenges and sector-specific customer behaviors.
Key figures of the global telecommunications market
1.700
Billion dollars in annual revenue
5
Billion mobile customers
60%
Fiber-optic customers in Europe
300
Billion dollars in annual investments
Case study – SFR Luxembourg
Market context and initial positioning
The Luxembourg telecommunications market is characterized by a strong concentration around a few historic players with high brand awareness and dense commercial presence. At the time of our engagement, the market was dominated by Post Luxembourg, Orange and Tango, which held most market shares in mobile and fixed internet segments.
In this highly competitive environment, SFR Luxembourg held a challenger position, ranked as the fifth operator in the market. This position implied low visibility, significant price pressure and difficulty standing out against players with substantially stronger commercial and marketing resources.
However, the initial analysis quickly highlighted a major strategic asset: SFR Luxembourg owned its own fiber-optic network, offering superior technical capabilities compared to some competitors, particularly in terms of speed and service quality. This advantage, still underutilized, represented a key differentiating lever to reposition the company in the market.
Market research and strategic analyses
Diwan Consulting conducted an in-depth market study, structured around several complementary workstreams.
Our teams first performed a detailed competitive analysis covering:
- fixed internet and mobile offers from key operators,
- pricing levels and promotional policies,
- advertised speeds and actual network coverage,
- brand perception and marketing positioning.
This analysis identified significant gaps between some players’ commercial promises and real network performance, notably in specific geographic areas.
In parallel, we analyzed points of sale and distribution channels. We studied competitors’ physical footprint, store performance, in-store customer journeys and sales scripts. This field approach helped us understand influence drivers at the moment of purchase decision.
Finally, we assessed SFR Luxembourg’s real position in the market by combining quantitative data with qualitative insights. Although ranked fifth, SFR had an infrastructure capable of supporting an upmarket move—provided it clarified its positioning and built a coherent strategy.
Defining the annual marketing strategy
Based on these analyses, Diwan Consulting supported SFR Luxembourg in defining a structured annual marketing strategy focused on leveraging its network advantage.
The strategic choice was to position SFR as a credible, high-performing technology player in fixed internet by launching a differentiated 500 Mbit/s offer at a time when the market was not yet saturated with very high-speed offers.
In a country of roughly 600,000 inhabitants and around 200,000 households, the goal was not to compete head-on with leaders across every segment, but to target high-potential households sensitive to connection quality, remote work and advanced digital uses.
This strategy enabled SFR Luxembourg to:
- strengthen its value proposition on a key segment,
- improve consumer credibility,
- trigger a market share gain estimated between 4% and 6% in fixed internet, despite an unfavorable starting position.
Customer journey digitalization and e-commerce
A central lever of the strategy was full customer journey digitalization. Diwan Consulting led the design and rollout of an e-commerce website allowing prospects to explore the offer, test eligibility and subscribe directly online.
The eligibility test was a key component. It enabled potential customers to check in a few clicks whether their home was covered by SFR’s fiber network and instantly access the corresponding offers. This feature reduced friction in the purchase journey and increased conversion rates. In parallel, a dedicated landing page for the 500 Mbit/s offer was developed to concentrate marketing efforts and maximize campaign impact.
Deploying a large-scale omnichannel campaign
To ensure maximum visibility for the offer and reposition the SFR Luxembourg brand, an omnichannel communication campaign was deployed.
Diwan Consulting supported the production of a video clip and the adaptation of visuals across all channels:
- cinema,
- television,
- radio,
- bus advertising in the capital,
- digital screens in shopping malls.
This multi-channel presence strengthened offer awareness and repositioned SFR Luxembourg as an innovative, competitive player. Consistency between the marketing message, the digital experience and the actual network performance played a decisive role in the campaign’s credibility.
Results and strategic repositioning
All these actions enabled SFR Luxembourg to change its market trajectory. From a player perceived as marginal, the company became a credible challenger able to compete with leaders on technological performance criteria.
Beyond 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 became a key factor in subsequent events, notably when Telenet Group entered Eltrona’s capital and the merger between SFR Luxembourg and Eltrona—an operation that would significantly reshape the Luxembourg telecom landscape.
Case study – Eltrona Luxembourg acquisition by Telenet Group
Structuring, integration and post-merger transformation
Following Belgian group Telenet entering Eltrona’s capital through the acquisition of 50% of the operator, a strategic merger operation was launched between SFR Luxembourg and Eltrona. The goal was to create a stronger telecom player in Luxembourg, combining network coverage, technological performance and operational efficiency.
Diwan Consulting acted as a strategic and operational partner throughout this critical phase, playing a central role in structuring the merger and supporting post-acquisition integration.
Structuring the merger process
Our teams supported leadership in structuring the overall merger process by defining a clear framework to manage the operation progressively and securely. The objective was to ensure business continuity, limit operational risks and align strategic decisions with group objectives.
This phase clarified scopes, defined integration priorities and anticipated organizational, commercial and technological impacts linked to the merger.
Customer integration and service continuity
One of the major merger challenges was migrating SFR Luxembourg customers to Eltrona’s offers, products and network. In a sector where service quality is critical, any disruption would have directly impacted customer satisfaction and brand reputation.
Diwan Consulting supported the design and implementation of customer migration journeys, ensuring:
- service continuity,
- customer data security,
- reduced friction in the user experience.
This approach enabled a progressive and controlled integration while maintaining a high level of service.
Change management and team alignment
Beyond technical and commercial aspects, the merger implied a deep transformation for both organizations’ teams. Company cultures, ways of working, internal processes and tools differed significantly.
Diwan Consulting led change management to support teams through this transformation. The goal was to foster buy-in, reduce resistance and create a collective momentum around the new company project.
This approach aligned teams around a shared vision and secured operational execution during a highly complex period.
Digitalization and redesign of operational processes
The merger also created an opportunity to rethink work processes and internal operating models. Diwan Consulting supported organization-wide digitalization by identifying optimization levers and simplifying existing processes. This redesign enabled:
- smoother operations,
- reduced organizational silos,
- increased operational efficiency,
- better support for post-merger growth.
New CRM integration and tool transformation
As part of the merger, integrating a new internal CRM was a structuring project. Diwan Consulting supported selection, integration and adoption, ensuring alignment with business processes and team needs.
The CRM became a central lever for customer relationship management, sales coordination and data reliability—ultimately improving decision-making.
Rolling out AGILE methodologies
To support transformation and improve execution capability, Diwan Consulting supported the integration of AGILE methodologies within teams. This approach introduced shorter work cycles, better cross-team collaboration and greater responsiveness to market changes.
Adopting these methods strengthened the organization’s ability to run complex projects in a fast-changing environment.
Post-merger value creation
Diwan Consulting’s support turned a capital transaction into a true value creation lever. By combining strategic structuring, operational integration and organizational transformation, the merger between SFR Luxembourg and Eltrona laid the foundations for a stronger, more agile telecom player better positioned on the Luxembourg market.
This experience illustrates Diwan Consulting’s ability to support complex M&A operations—well beyond the transaction—until durable operational integration success.
Eltrona operated in a Luxembourg telecommunications market characterized by intense competition and the historic dominance of a few major players. Before the merger with SFR Luxembourg, Eltrona ranked fourth in the market, with a base of around 70,000 fixed internet customers, and already owned its own telecom network—a significant strategic asset that was still partially underexploited.
Despite this infrastructure, Eltrona faced several structural challenges: lower brand awareness than market leaders, an offer sometimes perceived as less clear, and difficulty turning its technological advantage into tangible commercial growth. The potential existed but required a clear strategy, stronger use of field data and marketing innovation capable of creating disruption.
Post-merger integration and broader strategic scope
The merger with SFR Luxembourg fundamentally changed Eltrona’s trajectory. Thanks to this operation, the company was able to extend its network coverage to 100% of Luxembourg territory, while the market leader had not yet completed its fiber rollout.
This new reality represented a major structural shift in the competitive balance. For the first time, Eltrona had an objective and measurable advantage in certain geographic areas, especially in speed and service quality, with the ability to deliver up to 1 Gbit/s versus 30 Mbit/s for some competitors.
The challenge was no longer only technological, but strategic: converting this advantage into concrete market share gains in a targeted and measurable way.
Granular territory analysis and identification of high-potential areas
Diwan Consulting carried out an extremely granular territory analysis, going far beyond traditional geographic segmentation approaches.
Our teams worked at the level of:
- cities,
- villages,
- neighborhoods,
- and, in some cases, streets and street segments.
The goal was to precisely identify the areas where Eltrona had a decisive competitive advantage in internet speed. This analysis highlighted a key phenomenon: in many streets, Eltrona’s fiber infrastructure was already deployed—visible through the presence of white internet boxes installed every 50 meters—but largely underused by residents.
These infrastructures represented dormant capital. Potential customers were unaware of this technological advantage and of the concrete possibilities available to them.
Designing a differentiated, local marketing strategy
Based on this field analysis, Diwan Consulting designed a marketing strategy radically different from traditional telecom approaches.
Instead of launching a generic national campaign, we prioritized a hyper-local approach targeting areas where Eltrona’s competitive advantage was strongest and immediately activatable.
The core idea was simple but powerful: make an invisible technological advantage visible and turn existing infrastructure into a direct commercial argument.
Marketing innovation: augmented street marketing and digital experience
This strategy materialized through an innovative street marketing campaign designed to create a direct link between the territory, the technology and the customer experience.
Stickers with QR Codes were deployed in the identified streets, carrying a clear and instantly understandable message:
“1 Giga internet available here”
This turned the street itself into a marketing medium, anchored in a concrete and measurable reality.
By scanning the QR Code, passersby accessed an augmented reality experience that allowed them to visualize available services around them: mobile, TV and, above all, the 1 Gbit/s internet offer. This immersive approach strengthened offer understanding and enhanced Eltrona’s modern brand perception.
Digital customer journey and immediate conversion
The experience did not stop at discovery. By clicking on the 1 Giga internet offer, users were redirected to an online eligibility test page, enabling them to instantly check whether their home could be connected.
If eligible, they could subscribe directly from their smartphone, with no journey break and no additional sales intervention. This significantly reduced purchase friction and helped convert simple curiosity into a subscription.
In a post-Covid context marked by a surge in connectivity needs, remote work and streaming, this proposition directly addressed a strong market expectation.
Commercial results and market impact
Results were significant. In areas where Eltrona had the identified technological advantage, the company achieved market share gains of up to 65%—an exceptional level in a telecom market historically hard to disrupt.
The fixed internet customer base grew rapidly and measurably, validating an approach combining:
- granular territory analysis,
- smart activation of existing infrastructure,
- marketing innovation,
- a smooth digital customer journey.
Beyond the numbers, the campaign repositioned Eltrona as a leading technology player, capable of innovating not only in network performance but also in how services are sold.
Key takeaways and sustainable value creation
The Eltrona case study illustrates a fundamental principle in telecommunications: performance is not only about infrastructure, but about turning a technological advantage into customer-perceived value.
Through a structured, analytical and creative approach, Diwan Consulting enabled Eltrona to:
- differentiate its positioning against market leaders,
- accelerate growth in targeted areas,
- sustainably strengthen 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 on-the-ground execution.
Conclusion
The telecommunications sector requires a rare combination of strategic expertise, technological understanding and operational mastery. The engagements with SFR Luxembourg, Eltrona and Telenet Group illustrate Diwan Consulting’s ability to support telecom players at every stage of their transformation: market analysis, commercial growth, digitalization, M&A and marketing innovation.
In a constantly evolving sector, our approach aims to turn technological advantages into levers of sustainable performance and measurable value creation.
