Dutch telecoms giant KPN has announced that it will discontinue its youth-focused ‘Hi’ mobile sub-brand from 1 May 2015, and transfer all remaining customers to KPN-branded services. The moves forms part of the incumbent’s strategy to simplify its operations, with the company citing the growth of 4G and the increasing similarities between the Hi (established in 1996) and KPN brands as the main reasons behind the decision. The operator will focus on offering larger data bundles as well as combinations of fixed and mobile services under the KPN banner, while it has confirmed that it will continue to provide value packages under its Telfort and Simyo brands. All Hi subscribers will be transferred to the KPN brand between 23 April and 1 July.
Other sub-brands currently offered by KPN include: XS4ALL, which targets professionals with ‘high-quality products and services’; Ortel Mobile which offers discount pre-paid national and international calls; Yes Telecom, which caters for the small-medium business (SMB) sector; and iBasis which focuses on wholesale voice and mobile value-added services.