Facing the prospect of an earnings decline, Danish incumbent TDC announced a new strategy for 2016-18 that will include leveraging its 4G network domestically, and launching an MVNO in Norway.

The operator said the new approach, which it launched during its Capital Markets Day in London, has two pillars: customer satisfaction and cashflow generation.

The slogan for the new strategy is “Always Simpler and Better”.

The company also issued preliminary 2015 results, and 2016 forecasts, that confirmed why it is in need of a strategic fix.

TDC said 2015 revenue was DKK24.4 billion ($3.55 billion), an increase of 4.7 per cent over the previous year. But last year’s Ebitda of DKK9.8 billion was flat over 2014. And the company forecast Ebitda would fall in 2016 to DKK8.8 billion.

In the new plan for 2016-18, the company will focus on three promises to end-users: better connectivity, that will leverage its 4G coverage and see increased investment in its cable television network domestically and in Norway; better offerings, which will include an MVNO launch in Norway meaning it can offer a triple-play package in the country for the first time; and improved customer experience.

Domestically, the company’s well-established TDC brand will be dropped from 1 July 2016, at least for consumers. It will be replaced by the existing youSee brand.

Norway appears a bright prospect for TDC. According to its preliminary 2015 figures, its Norwegian unit, which is called Get, saw revenue of DKK3.1 billion, an increase from DKK1.3 billion in 2014. Get will also look at adding new services, including smart home offerings, to its existing package.