KPN integrating sub-brands with main brand in 2019-2020

11 Jan 2019

The Netherlands’ KPN says it is focused on multi-play services for households and companies under the KPN brand, and in 2019-2020 it will pursue a strategy of combining the most popular features of its sub-brands Telfort, Telfort Zakelijk, XS4ALL and Yes Telecom into the main brand. In a release on the telco’s website, Head of KPN Consumer Market Jean-Pascal Van Overbeke stated: ‘With the focus on the KPN brand, we are going to expand the KPN services with the best elements of the individual brands, such as XS4ALL’s highest-rated [premium fixed broadband] service, Telfort’s affordable benefit [MVNO-based mobile and bundled triple-play] services, and personal service and expert business advice from [B2B operator/MVNO] Yes Telecom. This enables us to offer consumers and entrepreneurs an even better user experience with leading combinations of fixed and mobile services. For example, in April we start offering extra benefits for consumers who combine Telfort and KPN products.’

The statement also said: ‘In order to implement this strategy, KPN will supplement the KPN brand in the course of 2019 and 2020 with the strong characteristics of the brands Telfort, Telfort Zakelijk [for businesses], XS4ALL and Yes Telecom. Nothing changes for customers of these brands. KPN intends to continue to extend the services of these brands to the KPN brand in the long term.’

Whilst implying that the four sub-brands will eventually be discontinued, KPN has not yet indicated a timeframe for doing so. TeleGeography’s GlobalComms Database notes that KPN’s other sub-brands include: budget/no-frills MVNO Simyo (SIM-only packages marketed exclusively online); Ortel Mobile (offering free SIM cards for pre-paid-only international/national calling and mobile internet); and Solcon (a rural-focused quad-play operator bought by KPN in June 2017).