Research Brief

High promotional spending no guarantee for big subscriber wins

, published: November 2009
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Telecom providers spent most of their energy in promoting just a few products in their portfolio. ADSL providers promoted dual play, cable providers promoted triple play and digital television, KPN promoted digital television and single internet. During 2009, UPC and Ziggo shifted their spending activity from triple play services toward high speed single internet. KPN spent by far the most in 2009. The media spend on television products seemed effective adding 38,000 new television subscribers in Q3, however KPN spending on internet products was not so effective. It seems that the focus of UPC and Ziggo on high speed products can't be matched with extra marketing expenditure. This research brief gives information on actual spend per provider per product type.


Research Type Analysis
Published 24 Nov 2009
Pages 3
File Type PDF
Size 78kb
Geographic Scope    Netherlands
Editions Broadcast, Fixed, IT
Topics Promotions, Voice services, Television, Internet Access, Consumer, Media spending
Companies Alice, Euronet Communications, Het Net, KPN, Tele2, Telfort, UPC, XS4ALL, Ziggo

Add to cart
€ 395

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