Check out this page of new KPN Mobiel prepaid SIM-only tariffs in the Netherlands. The cheapest option now is 6 c/min, from 15!
KPN is clearly betting on its financial strength to gain subscribers and market share. Also, I suppose they will outbid just about any offer for an ISP that is put up for sale to grow in the broadband market as well.
Add to that some marketing power, and you get an incumbent buying its way back to monopoly status.