The Norwegian Who Became Asian

The Norwegian who became Asian

An interview with Tore Johnsen, on his journey with Telenor through Asia.

“The CEO from Hell” is what one Malaysian reporter called him - a play on words due to his birthplace in Hell, Norway. But for Telenor, Tore Johnsen has been a godsend. He is the only Telenor employee to have served as CEO in nearly all Asian Business Units, with the exception of Uninor, and has played a critical role in the company’s journey in Asia. Tore’s international adventures began in 1994, when his career in the mobile division of Telenor took him to Pannon, now known as Telenor Hungary. And even though Tore was forced to miss out on the Olympic Games hosted in Norway that year, this small taste of working abroad must have sparked something in him. “I wanted to take part in Telenor’s international journey, starting in Europe. And when the opportunity came in Asia, I got on board,” explains Tore.

Exploring Asia opportunities

Tore moved to Singapore in 1999, at a time with Grameenphone had already been secured but the company’s strategy on Asia was still unclear, Tore says. His initial task was to help Telenor explore opportunities in the region. “We entered Asia at a time of financial crisis, when quite a number of the European operators were actually pulling out because of what they saw as an uncertain future. Telenor saw this as an opportunity,” says Tore. Mobile phone penetration levels were still quite low in Asia at the time, while development in Europe had happened quite rapidly. Telenor had already built up a great deal of competence in Norway, and the company saw the opportunity to take this knowledge to Asia and grow the market. “There are always risks when doing business abroad, but I think this (entry into Asia) was a controlled risk. We did our homework and there were some markets that we looked into that didn’t materialize. So yes, it was a bit risky…but not too risky,” explains Tore.

Tore’s CEO-era

In 2001 Tore was offered the job as CEO of DiGi, starting a new phase in his life at the helm of one of Telenor’s Asian operators. He stayed for four years, got married, and was then called to Pakistan. He was CEO for another four years, followed by two-and-a-half years with dtac and two years with Grameenphone. Twelve years as CEO in four different Telenor business units put Tore on a cultural ride unlike anything he had ever experienced. Throughout this journey, he brought with him a dose of his own Norwegian humility and the company culture of Telenor, rooted in Norway. “I am not a general. I set out to build relationships and build companies with the local people, rather than going into the country and telling them how to do things. I think that’s quite important. I have learned a lot and I am still learning,” says Tore.

Committed to Asia for the long-term

With nearly 50% of Telenor’s revenues today coming from the Asia region, the company is committed for the long-haul, to both its Asian markets and its people. And while mobile penetration in Europe is bursting at the seams, Asia still represents great growth potential for Telenor, especially when looking

Telenor Group is one of the world's major mobile operators. We keep our customers connected in our markets across Scandinavia and Asia. Our more than 30,000 employees are committed to responsible business conduct and being our customers' favourite partner in digital life. Connecting the world has been Telenor's domain for more than 160 years, and we are driven by a singular vision: to empower societies. beyond traditional voice. “We see great opportunity for not only traditional voice growth, but data growth as well. We aim to provide internet access to everyone in our Asian markets in order to build a digital future for everyone. I think Asia is ready for this, but it’s not happening at the same speed in each market. “In Pakistan, for instance, we need to work on internet awareness, helping people understand the positive sides of the internet. Our business has brought a lot of efficiencies to our markets…from helping farmers who want to sell their products on the market to setting up online schools for children in rural areas. This is growth,” says Tore.

The future

Tore Johnsen has no plans for a one-way ticket back to Hell anytime soon. Telenor’s growth journey in Asia is still something that he is very much a part. He turns 67 at the end of next year, the official retirement age in Norway. But Tore doesn’t really seem like to type to every fully “retire”. He represents a unique and valuable source of knowledge in Telenor Group; he’s a Norwegian who has become Asian in a way. “I’ve come to Asia to stay, even after I finish in Telenor. It’s my home as much as Norway,” says Tore. “And there are still so many opportunities to explore, within the markets we are already present in Asia…so I’ll see what happens. I’m not done yet.”