Dutch incumbent KPN will bid farewell to Hi, its mobile brand geared towards young people, this summer because “the specific wishes of Hi customers and KPN’s own brand mobile customers have dovetailed”, especially when it comes to data traffic and 4G networks.
On 1 May, the sale of Hi products will stop, and existing customers will be transferred to KPN-branded services by July. The 52 Hi shops around the country will also be closed by the summer.
“The cost savings are part of the simplification programme target run-rate savings of greater than €400 million by 2016,” the company said in a statement.
“The multi-brand strategy will be significantly simplified allowing the KPN brand to further strengthen its presence in the Dutch mobile market. Moreover, this enables KPN to narrow its investment focus for innovative products and services to gain effectiveness in meeting customer demand,” it added.
It is estimated that Hi, which launched in 1996, had 1.5 million customers but was losing market share.
KPN’s other brands, Telfort and Simyo, “will continue to serve the no frills segment in the Dutch mobile market.” All brands included, the company claims to have 7.5 million customers.
Last month, KPN managed a small increase in fourth-quarter revenue, although full-year figures looked less rosy.