Everyone has a subscription for their smartphone. This leaves little to no growth potential for providers. The only thing they can do is to take users away from the competition.
This can be done in various ways. You ensure that you are much cheaper or more complete. A faster way to grow is to take over a competitor. For example, KPN received the green light for the takeover of Youfone in April of this year.
Buy growth
In the annual figures of KPN we can read that 540,000 new customers for a mobile subscription have been added. That is considerable but 499,000 of these new customers come from Youfone. KPN itself has only been able to add 41,000 customers to the total.
We see the same in the broadband market. There, KPN saw a growth of 59,000 new customers, of which 56,000 came through the takeover of Youfone. The market for fiber optics is going well for the green provider with 59% of households connected to the KPN network.
When do people switch?
From a research by the ACM over the year 2023, it appears that fewer and fewer people are considering switching. In 2023, 16% concluded a different contract, 9% of which went to a different provider. The rest (7%) concluded a different contract with their current provider.
One of the reasons not to switch is the small benefit. According to the research, switching is only interesting for a consumer if they can save more than 7 euros per month on their mobile subscription or 18 euros on their fixed subscription.
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Source: www.bright.nl
