Budget mobile operator Fello has secured the highest customer satisfaction score among individual mobile subscribers in Sweden, according to the latest annual study by Svenskt Kvalitetsindex (SKI). Vimla and Hallon took second and third places respectively, while major network provider Telenor recorded the lowest score in the ranking.
The benchmark report reveals a widening gap between low-cost sub-brands and their parent corporations. Despite operating on the networks of Sweden’s dominant telecom groups, discount operators offering simplified plans significantly outpaced traditional full-service providers in customer perception.
In brief:
- Main finding: Budget operator Fello leads customer satisfaction with 81.0 points out of 100, while Telenor finished lowest at 60.8.
- Period: Annual SKI Mobil survey results.
- Data source:Svenskt Kvalitetsindex (SKI).
- Key trend: Low-cost brands dramatically outperformed their parent telecom groups across individual subscriber ratings.
Budget brands outperform traditional telecom giants
The latest survey from Svenskt Kvalitetsindex showed that overall customer satisfaction among private mobile users in Sweden edged up slightly to an industry average of 66.2 points out of 100, compared to 65.8 in the previous measurement.
While respondents reported improved network coverage, data speeds, and service reliability, overall satisfaction rose only modestly due to rising subscriber expectations. SKI noted that pricing transparency, flexible contract options, and effective support during network disruptions now weigh as heavily on final ratings as raw network performance.
Fello finished first in the individual customer category with a score of 81.0 points—nearly 15 points above the industry average. SKI considers scores above 75 points to represent a strong customer relationship.
Vimla secured second place with 77.3 points, followed by Hallon in third at 73.2 points. By contrast, Telenor scored lowest among all assessed providers at 60.8 points, leaving a gap of 20.2 points between the top and bottom positions. SKI designates scores below 60 points as indicative of severe customer retention challenges.
| Rank | Operator | Score (out of 100) |
| 1 | Fello | 81.0 |
| 2 | Vimla | 77.3 |
| 3 | Hallon | 73.2 |
| 4 | Other operators | 67.5 |
| 5 | Comviq | 67.0 |
| 6 | Tele2 | 66.9 |
| — | Industry Average | 66.2 |
| 7 | Telia | 65.7 |
| 8 | Tre | 65.5 |
| 9 | Telenor | 60.8 |
Discount sub-brands pull ahead of parent networks
A defining pattern in this year’s survey is the clear performance divide between primary telecom brands and their budget subsidiaries. Low-cost operators—which often rely on the exact same physical network infrastructure as their owners—consistently scored higher than the parent companies.
Top-ranked Fello is owned by Telia, yet Fello achieved 81.0 points while Telia received 65.7 points. Similarly, Vimla operates as a budget brand under Telenor Sverige, but scored 77.3 compared to Telenor’s bottom-ranking 60.8.
Hallon, owned by Tre, and Comviq, owned by Tele2, also outperformed their primary brand owners. SKI highlighted that while network stability remains essential, individual consumers place high value on contract simplicity, clear billing structures, and the perception of fair value for money.
The dynamic shifts, however, when examining commercial clients. While budget brands dominated the consumer segment, Telia achieved the highest rating among business subscribers, leading the corporate market with a score of 69.2 points.
