Impact Day in conversation with Margus Nõlvak.
Margus Nõlvak has been the CEO of Tele2 since July 2023, aiming to make it the company with the best customer experience in Estonia. Before stepping into the telecom sector, he served as CEO at Forus Group, Mainor Ülemiste, and Doranova Baltics.
What change will really transform your industry in the next 5 years?
Data volumes will surge, and networks will increasingly run themselves. We’re moving from 5G into AI-assisted systems that predict faults, adjust capacity on the fly, and use spectrum more efficiently. Reliability and affordability will matter more than headline speeds
Operators are retiring older layers like 3G and refarming spectrum into 4G and 5G. Customers don’t value maintaining old tech — they want dependable coverage and seamless experiences. 4G remains the backbone, while 5G is unlocking low-latency, IoT-rich use cases in logistics, smart cities, and industry.
And yes, 6G is coming — AI-native and likely satellite-integrated — but right now, the real job is building a resilient 5G network that works everywhere, in any weather.
What sustainability phrase should companies stop using?
“Sustainability = nature only.” Too often, ESG is reduced to environmental efforts, but the “S” and “G” matter just as much.
In telecom, sustainability also means fair access and pricing, digital inclusion, children’s online safety, privacy by design, and responsible governance. For us, it’s connectivity that truly works for people — reliable, safe, and affordable — not just a line in a CO₂ report.
What keeps you motivated while driving change?
Progress you can feel. I love the moment when skepticism turns into curiosity, and curiosity into ownership — when change stops being “a project” and becomes normal.
When change makes space for growth, teams become happier, more confident, and more resilient. We treat adaptation as normal: give people time, keep paths simple, tie it to purpose and customer value. And we enjoy the journey — celebrate small wins, learn openly, and keep moving.
What truth in your field is rarely discussed?
We love coverage maps and speed charts, but long-term customer benefit often comes down to market rules and infrastructure — the “boring” factors that shape what households actually pay.
Estonia’s mobile internet is excellent, yet fixed-line offers can feel expensive despite strong fibre availability. That gap isn’t just technical; it’s structural — a small market, limited switching, high rural costs.
Solutions exist: operator-neutral networks, co-deploying fibre with utilities, and fair, audited wholesale access. These practical moves ensure competition actually lowers bills and improves service.
If you could shape Europe’s future, what would you focus on?
Europe is strong on values and engineering but slowed by regulatory complexity and fragmentation. That makes roll-outs slower and more costly.
lWe need faster permits, fair wholesale access, and more confidence for investment. At the same time, Europe should unlock growth capital and scale R&D, so ideas move from pilot to market quickly.
The goal is simple: innovation and affordability — together.
What will people miss if they skip your talk at Impact Day?
Candid stories from leading in chaos — how values and trust guide decisions, how to hire believers (and replace misfits), and how to decide fast, then adjust fast when reality demands it.
