VodafoneZiggo FMC offer starting to take off

Monday 5 March 2018 | 15:02 CET | Background

VodafoneZiggo launched its quad-play offer in April 2017, offering customers who took both mobile and fixed services discounts and extra services. Nearly a year later, the FMC offer is starting to catch on, according to research by the Telecompaper Consumer Insights panel. 

The share of Vodafone mobile customers taking fixed internet from the group has increased to 59 percent from 50 percent since the launch. At the same time, 27 percent of Ziggo broadband customers (876,000) take mobile services from Vodafone, up from 22 percent.  

In comparison, KPN has 65 percent of mobile customers also taking broadband from the company. Given Ziggo's bigger footprint and around 45 percent share of the fixed market, Vodafone still has room for growth. 


While Vodafone has been struggling on the mobile market, there are some positive signs from its merger with Ziggo. In the past four quarters, the share of Ziggo broadband customers with a Vodafone mobile plan rose by 5 percent points to 27 percent in total. The quad-play offer can contribute particularly to reducing churn. 

At KPN, around half its broadband customers also take mobile from the operator, but this share has stagnated in the past two quarters at around 50 percent. KPN is working also on expanding its FMC penetration at its sub-brands XS4ALL and Simyo. VodafoneZiggo could accelerate its growth by taking a similar step and expanding its offer to Hollandsnieuwe customers, or adding data sharing for family members. 

The ultimate goal of the operators is to get as many households as possible flying just one flag, with fixed and mobile services from the same brand. These households have a much higher value as they are much less likely to switch to another provider. 

KPN first introduced its FMC offer 'KPN Compleet' four years ago and now has around 28 percent of customers taking the quad-play offer (1.253 mln). VodafoneZiggo after three quarters is at around 18 percent. Among all households in the Netherlands, 30 percent (around 2 million) have a FMC offer, including also those without fixed telephony. 

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