Based on reported figures KPN lost a net 142,000 retail mobile customers in Q1, worse than the net decline of 102,000 in Q4 and 93,000 in Q1 2018. After several consecutive quarters of losses, KPN introduced new postpaid plans in February, in an attempt to turn the tide.
"KPN appears to have taken a less active approach to attracting new mobile customers, focusing more on retention and its fixed-mobile packages," said Alejandra van de Roer, Telecompaper senior research analyst for the mobile market. "As most of the customers lost are prepaid, this is in line with KPN’s strategy of focusing on high-value postpaid subscribers and improving its overall profitability."
T-Mobile new number 2
While KPN’s market lead eroded further in the quarter, a new number-two player was created, following the merger of T-Mobile and Tele2 Netherlands at the start of the year. The combined group ended Q1 with an estimated 5.38 million retail mobile customers, compared to 4.96 million for VodafoneZiggo, the previous number-two.
T-Mobile looks set to continue its challenger strategy and extend its market share further. Telecompaper’s research shows that the company spent over four times as much on mobile above-the-line advertising in Q1 as Vodafone. This included several campaigns offering discounts both on its unlimited data plan and the Go postpaid tariffs.
T-Mobile also refreshed its Go plans during the quarter, with new offers mainly at the lower end of the range. Vodafone updated its Red plans as well in March, meaning all three operators enter Q2 with new prices.
The above figures are based on Telecompaper’s continuous research of the Dutch communications market. A detailed analysis of the Dutch mobile market is available in our quarterly Dutch Mobile Operators report, the latest edition of which will be published later this month. To order a copy of the report or receive a customized analysis, please contact research@telecompaper.com.
