Our customers need to be able to communicate and have access to information and amusement wherever they are and whenever they want. This is why our marketing strategy is based on the principle that having the right technology is not sufficient; the brand has to appeal to a specific customer too and has to be offered in the right packaging, at the right price and in the right shop.
The Consumer Market division bears the full responsibility for the strategy, products and services, marketing, distribution, sales and business development for the consumer market in the Netherlands, with the customer as the focal point. The division offers customers a wide range of reliable communication, information, amusement and commercial services in the area of fixed and mobile telephones, internet and television. So we have a prominent role in developing innovative IP-based services such as Mine tv and InternetPlusBellen.
The Business Market division serves many diverse customers, from big multinationals to small businesses. Communication in the business market is becoming ever more important, so the dependence of customers and businesses on communication is growing too.
The employees of the Business Market division think and work from the perspective of the customer’s needs. This enables KPN to offer business customers innovative and reliable ICT solutions that help them achieve their ambitions. KPN also makes fast and secure access to information possible, any time, any place.
The recent introduction of the high-speed mobile internet via HSDPA means that KPN now leads the way. This service enables employees of companies to work, wherever they are and whenever they want, at the speed they are used to via their office broadband connection. To meet the growing demand for mobile internet KPN will continue investing in technology that can further increase the capacity and high speed of the present HSDPA.
KPN wants to be involved in its customer, which is why it employs personal advisers to give businesses an insight into the possibilities at their disposal. By providing customized advice and service KPN ensures that customers’ voice, data, fixed and mobile services will soon be fully integrated. KPN’s products and services also have a social relevance, as various applications are available for health care, education and safety.
Wholesale & Operations (W&O) is responsible for KPN’s operational activities, its Fixed and Mobile networks in the Netherlands and its Wholesale customers and portfolio in the Netherlands.
The operational activities comprise:
- Customer activities: connecting our customers to KPN’s products and services, from broadband, internet and television to telephone (fixed, mobile or voice over IP).
- Management of existing networks and rollout of new networks. Focus is on the rollout of KPN’s ALL IP program. Also ongoing is the rollout of the UMTS network for KPN Mobile and Telfort.
- KPN Real Estate: responsible for the management and disposal of KPN’s real estate in the Netherlands.
Within W&O, Carrier Services is responsible for the company’s Wholesale customers. We target:
- The National Wholesale market, offering wholesale voice, data and (broadband) access services to other telecom operators, internet service providers, resellers etc.
- The International market: KPN is a leading international carrier offering wholesale voice and data services with a global coverage.
IT Nederland has two similar objectives. On the one hand IT NL is responsible for designing, building and managing the systems needed for providing information to the segments and to the Corporate Center; on the other hand it has to ensure that all data is recorded in a single place and that every similar business function is supported by a single application.
Mobile International covers KPN’s mobile operators in Germany (E-Plus) and Belgium (BASE), the international mobile service provider Sympac, as well as all mobile Wholesale activities, both abroad and in the Netherlands.
Through E-Plus and BASE, KPN is the Challenger on the German and Belgian mobile markets, and offers business and private customers a real alternative to the traditionally dominant operators in those countries. Different customer segments have varied mobile communications needs, but all share the same desire for great value services. E-Plus and BASE both use multiple brands to address customer segments with innovative and affordable mobile services, allowing customers in turn to choose the offers that are most relevant and attractive to them. This multi-brand approach includes E-Plus (Germany), BASE (Belgium and Germany), Ay Yildiz (services specifically for the Turkish community in Belgium, Germany and the Netherlands) and Simyo (Belgium, Germany and the Netherlands).
KPN’s international service provider Sympac supplies mobile communication services for companies with offices in several countries. The benefits for multinational customers are convenience and efficiency, because Sympac applies the principle of one-stop-shopping with a competitive offering that covers all the relevant countries.
Besides own brands and services, Mobile International also partners with other companies, supplying them wholesale with network resources so that they in turn can offer retail mobile services under their own label. Well-known partner brands include amongst others Medion Mobile (Aldi Talk) in Germany, Debitel (Germany and the Netherlands), AH Mobiel (the Netherlands) and Carrefour (Belgium) and Ortel (Belgium and the Netherlands). Mobile International is the leading Wholesale supplier in Belgium, Germany and the Netherlands.
