Sustainability strategy 2011-2015

Main objective

Sustainability to become part of Magyar Telekom’s identity, thus providing a competitive edge to the company in the long run.


Magyar Telekom, as a leading Central-European ICT provider enables its partners to consciously take part in sustainable development, a goal achieved in the framework of the hello holnap! initiative.

The company takes committed, proactive and transparent actions every day to make sustainability part of its identity and translate that into a competitive advantage.

By means of its forward-looking thinking, innovative and sustainable products and services, as well as its responsible conduct, it enables the renewal of society and environment.


In order to formulate the new strategy, the topics were prioritized on the basis of the accomplishments, the Dow Jones sustainability evaluations and the trends of the previous 3 years. Our objective set forth by the new strategy is to more intensively communicate our commitment to sustainability to the stakeholders. This objective cannot be achieved without setting new and ambitious goals, following best practices and forceful, targeted communication.

Topics, KPIs, tasks, key areas


  • Economy, Environment
    • Brand management
    • Innovation management
    • Climate Strategy
  • Society
    • Supplier standards
    • Telecommunication services’ effects

Stock, Brand, Market

Key priority KPIs up to the end of 2015:

  • Brand management – focus: introducing, grasping the concept of sustainability, category building
    • Knows the concept of sustainability:
      KPI: public: 20%, employees: 80%
    • Magyar Telekom’s sustainability perception
      KPI: 25%- of the public, 50% of the employees should mention Telekom as the most sustainable company.
  • Innovation Management – focus: innovations aimed at society and environment
    • Innovations aimed at society and environment
      KPI: 10% of R&D
  • Climate Strategy – focus: building the reputation, for which the EU requirement is to be accomplished, credibility and ICT applications
    • CO2 emission decrease
      KPI: 20% (basis year: 2004)
      Breakdown with 2010 as basis year and together with the eco-efficiency targets:
      • Electric power consumption: -5%
      • Energy efficiency indicator: 48 GBit/KWhGreen energy: 46 GWh
      • Gas consumption: -5%
      • Heating energy: -5%
      • Paper consumption: -30%
      • Fleet fuel consumption: -5%
      • In part of the vehicles for personal use the proportion of hybrid and electric cars: 20%
  • Supplier standards – focus: sustainable supplier chain
    • KPI: Establishing a sustainable supplier chain process
  • Effects of telecommunication services – focus: sustainable competitive advantage
    • Increasing the revenues from services of sustainable nature
      KPI: 20% of annual sales
    • Sustainable products
      KPI: their ratio in the portfolio: 25%