A couple of years ago the diverse branding strategy of KPN's mobile business could hardly be defended. KPN and Hi in the Netherlands, E-Plus in Germany and Base in Belgium. No synergies.
Now, instead of simplifying, KPN chooses to further segment its brands. And it makes a lot of sense, as marketing can be much more focused. Also, there will be significant synergies.
E-Plus introduced a 90% owned MVNO called simyo, aiming for the lower end of the market. A tariff package called 'Code 25' is targeting 18-25 year olds. And now it introduces the Base brand in Germany, focusing on business customers and heavy users.
Belgium's Base has a number of packages aimed at several niches, e.g. expats.
It remains to be seen if the Hi brand (youth) will be introduced in Germany and Belgium, or simyo in the Netherlands and Belgium.