3 went live on 13 October 2003 and was the first mobile company in Denmark to roll out a 3G network. Today it sells mobile subscriptions and data over its own 4G and 5G network, online at 3.dk, through its customer service and in its own shops. The headquarters is in Copenhagen, and the company also owns the brands OiSTER and Flexii.
At the start, telecom experts and financial reporters called the project hopeless, and the company traces its stubbornness to that beginning. It has since grown from the smallest of the four large Danish telecom companies to the third largest, a place it took in 2022, and turned a deficit into a stable profit. CK Hutchison Holdings owns 60 percent and Investor AB 40 percent, and 3 is part of the 3 Group, which also operates in Italy, Austria, England, Ireland, Sweden, Hong Kong and Indonesia.
The shops are spread across the country, from Strøget and Fisketorvet in Copenhagen to Aalborg, Aarhus, Odense and Esbjerg. In all, 3 has 623 employees. Trust counts for a lot there, freedom comes with responsibility, and what someone does matters more than where they came from. Every employee can take accredited courses through 3Academy, which is especially popular with customer service, shop and sales staff.