Investor Presentaiton

nuuday Risk & trend In brief Business and strategy Performance Corporate governance Financial statements Risk domain Details & impact New or current competitors taking market share Commercial Stable Forced price increases from suppliers Commercial Stable > Consumer savings - "downspin" Commercial Increasing Entertainment content: price increases and taxation Commercial Increasing Denmark has a competitive telecommunications landscape. Increased competition and continuing price pressure affect Nuuday's ability to establish sustainable pricing in B2C and B2B markets. Nuuday relies on a number of suppliers for support in delivering products and services. Increases in prices from key suppliers can erode profit margins and negatively affect Nuuday brands' competitiveness. Mitigation initiatives • Improve customer experience through fully digital customer journeys • Retain best network status • Continue to provide high-quality services and improve NPS • New attractive product releases • Improving contractual terms • Reduce costs on major expenses (i.e. move to own IP core) We are seeing inflation, pressure on salaries, with a trend of people generally spending less money. Consequently, people are choosing to save on, for example, mobile phone subscriptions by choosing cheaper packages, thus lowering the Average Revenue Per Unit. This could potentially spread into TV and broadband segments. • • Monitoring market tendencies Continue to strengthen areas of differentiation (network quality and 5G) Offer highly competitive and attractive propositions across all consumer brands • Address the entirety of the consumer and business mobile market Content producers continue to raise their prices for entertainment, which particularly affects the YouSee & Telmore brands. On TV, increasing price pressure from streaming providers coupled with increasing content costs (especially related to premium sports) could further accelerate existing downward trends, with customers 'shaving' or 'cutting' the cord on their TV subscriptions. Additionally, the Government has suggested to submit a proposal to the Danish parliament to add a value-added tax on copyrighted material. This would have a heavy impact on the viability of existing business models. • Optimise products and pricing to ensure that TV packages remain relevant for as many customers as possible • • Invest in developing attractive next-generation entertainment products to cater for the rapidly growing combi-viewer segment that values both streaming and TV channel content Pursue a full household strategy and incentivise purchasing multiple services and products Nuuday Annual Report 2022 25

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