KPN has launched a new brand in Germany, bringing the Belgium BASE brand to the country. The new brand operator will offer the first German tariff package that operates with a flat fee, in other words a fixed bill per month.
The launch of the BASE brand fits into the strategy of KPN, the parent company of BASE and E-Plus, to create greater synergy between its various mobile operators. This enables successful brands to operate internationally. In Belgium, the BASE brand and its associated marketing strategy have been a great success. Since the launch of Freedom of Speech in mid-2003, BASE has attracted over 700,000 new customers in Belgium. That success is now being transferred to Germany via the E-Plus network.
By launching the BASE brand, E-Plus aims to create greater clarity in the price war that is raging in Germany. They are offering a clear flat rate, giving users a fixed price per month with no hidden costs. The message that BASE is conveying to German users is the same one that has worked in Belgium: freedom of speech, with an honest and transparent cost structure.
Since it was founded in 1999, BASE has been the fastest-growing mobile operator in Belgium. Last year, over 400,000 mobile users switched to BASE. With its competitive, transparent tariffs, BASE created clarity in the Belgian tariff labyrinth. At the end of March 2005, the operator had 1,760,000 customers, which gave it a market share of over 18%."
Posted to the site on 3rd August 2005
Posted to: www.cellular-news.com/story/13638.php