Asar hf.
IICE:ASAR11.20
ISK
0.00
(0.00%)
Asar hf.
ICE:ASAR
(Nasdaq Iceland)
Recent
price
11.20
P/E
ratio
- -
div
yld
1.89%
ROIC.AI
Capital Structure
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- Business
- Ásar hf., formerly known as Síminn hf., is a diversified digital services, telecommunications, and media holding company headquartered in Reykjavík, Iceland. Founded in 1906 and listed on Nasdaq Iceland under the ticker symbol ASAR, the company delivers an integrated portfolio of connectivity, digital media, financial technology, out-of-home advertising, and enterprise IT solutions to residential consumers, commercial enterprises, and public sector organizations across Iceland. The company organizes its commercial operations through multiple specialized subsidiaries and divisions, offering core products and services that include mobile telecommunications, encompassing 4G and 5G cellular voice, SMS, and high-speed mobile data subscriptions; broadband and fixed-line data transmission, providing fiber-optic (GPON), xDSL, dedicated corporate IP networks, and international connectivity; media and digital entertainment services, featuring interactive IPTV platforms, video-on-demand (VoD) libraries, linear television broadcasting, and premium live sports broadcast rights; financial technology and payment solutions through Síminn Pay and Greiðslumiðlun Íslands, delivering digital mobile wallets, online and point-of-sale payment processing, corporate payment card solutions, and Léttkaup short-term consumer credit and installment financing; out-of-home advertising solutions via Billboard, managing an extensive network of digital street displays, transit shelter screens, and static roadside billboards; and hardware sales, providing mobile handsets, tablets, routers, smart home appliances, and telecommunications accessories through physical retail stores and online channels. In August 2026, the group executed a comprehensive corporate restructuring that transitioned the parent entity from Síminn hf. to Ásar hf., updating its stock ticker from SIMINN to ASAR and separating operational telecommunications and media assets into an operating subsidiary, Síminn ehf., which retains the consumer-facing Síminn brand. Supporting its transformation into a broad digital holding company, Ásar hf. expanded its fintech division through the acquisition of payment processor Greiðslumiðlun Íslands in July 2026, scaled its digital out-of-home network through the integration of Billboard, and agreed to acquire information technology provider Opnum Kerfum (OK) as well as security solutions provider Öryggismiðstöð Íslands, subject to regulatory clearance from the Icelandic Competition Authority. In early 2026, the group also engaged in preliminary negotiations to acquire online news and radio media properties from competitor Sýn hf., which were subsequently terminated.