Eltrona CEO Bart D’Olieslager wants to keep riding the wave of new customer acquisition: last year the tally was 2,600. Photo: Nader Ghavami/Maison Moderne

Eltrona CEO Bart D’Olieslager wants to keep riding the wave of new customer acquisition: last year the tally was 2,600. Photo: Nader Ghavami/Maison Moderne

A longstanding cable and digital TV operator, Eltrona has new appetites under the Telenet flag. On 20 March 2025, the company seeking to be “a major alternative to incumbent operators” inaugurated its new headquarters in Strassen and two new shops in Strassen and Belval.

The more you snack, the hungrier you get. By nibbling away at market share, Eltrona has become ravenous. Since 2023 the company has been owned 100% by Belgian group Telenet. But its history goes back far earlier, to its founding in 1969. And over the decades Eltrona has developed a simple strategy for getting new customers: a readable offer, Giga, based on a price 20-30% cheaper than its competitors and which includes 55GB (compared to an average consumption of around 20GB).

Thus, it was inevitable that--at the inauguration of the new company headquarters (and an Eltrona shop next door) in Strassen on 20 March 2025--Eltrona CEO Bart D’Olieslager had a smile on his face. In 2024, the company saw its sales rise by 3% to €32m in a rather sluggish market. Better still, it saw its subscriber numbers rise from 17,600 at the end of 2023 to 20,200 at the end of 2024, i.e. 2,600 in one year.

Subscribers are promised a “very high speed” connection--1 Gbps--thanks to a hybrid technology that takes advantage of fibre and coaxial with Docsis 3.1 modems. The model is more than ten years old, but Eltrona has more than 600 boxes in the country and it claims to be able to serve 85% of households and businesses, and that’s enough for its chief technology officer, José Canto, to have plenty of time to see what’s coming before adopting Docsis 4.0 or 4.1.

“What you see today is just the tip of the iceberg of a profound transformation that has taken place in recent years,” said D’Olieslager. “Eltrona is now a benchmark internet provider, capable of bringing very high-speed broadband to the majority of Luxembourg households. Luxembourg needs real competition on the internet market, and we are here to offer this quality alternative to residents.” The CEO heads a team of 150 employees who are “fully committed,” in his words, to delivering quality.

“Be chill, be connected” goes the new baseline of the brand, which last year lost one of its directors: Telenet Group CFO Erik Van den Enden left to become CFO of Versuni, a specialist in small household appliances.

This article in French.

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