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Monday, April 21, 2008
Multi-Brand Strategies Deliver New Revenues; But Why Don’t More Operators Follow KPN’s Lead?
Kudos to this month’s Total Telecom magazine for an in-depth look at Dutch carrier KPN and the link between its ambitious multi-brand strategy and its impressive success. KPN counted 9.4 million subscribers at end-2007, more than double Vodafone’s share of the Dutch market. Granted, part of the growth can be attributed to the operator’s acquisition of Telfort, but the article also points out that a “blooming multi-brand strategy” has also contributed significantly to the stellar rise. In fact, it’s the multi-brand strategy that is allowing the operator to make gains in Germany and Belgium, markets where research firm Current Analysis…
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