Virtual brands take around 40% of Dutch mobile market

A total 64 virtual brands were active on the Dutch market at the end of Q3 2013, accounting for around 8.3 million customers. The total includes independent MVNOs as well as virtual (co-)brands run by the network operators. The latter includes 13 brands serving around 4.9 million lines, while the 51 independent MVNOs accounted for 3.4 million customers, or some 17 percent of the total mobile market. This is up from 16.5 percent six months earlier, according to Telecompaper's report 'Dutch Mobile Virtual Operators Q3 2013'. 

In total, virtual brands, including the MVNOs and operator brands, accounted for 40.6 percent of the mobile market at the end of September. Their customer base grew 3.6 percent over the six months to September to a total 8.3 million lines. KPN brands Hi and Telfort were the two largest virtual operators, while Lebara and Lycamobile lead the independent MVNOs, and Tele2 is growing quickly. 

In the six months since the last report, seven brands exited the market and four new brands were launched. Despite the saturated Dutch market, new companies continue to try to win customers with services targeted at specific groups or extra services for their existing base, such as Ziggo's new mobile offer. The weak economic situation appears to be benefiting the 'no-frills' operators, offering low-cost services. However regulation is having an impact on the VOs as well, especially of the EU's planned decoupling of roaming services.