E-Plus has 13.1 million subscribers

by: admin Wednesday, May 9th, 2007

Rating: the ants go marching one by one… Hurrah! Hurrah!

This is not what we usually write about but I have to say I am impressed with E-Plus. I am a huge fan of its and KPN’s multi-brand strategy and its obviously worked. I remember writing regularly on E-Plus in my last position about mobile operators and subscribers in Germany.

For what seemed liked years O2 was catching up ready to take the number 3 spot in Germany. But E-Plus has fought back. About three years ago the mobile operator was stuck at about 9 million subscribers and was even loosing in its prepaid sub base.

Now its multi-brands claim 5.1 million users and overall the operator has 13.1 million subscribers.
Indeed much of its own E-Plus brand has churned to the multi-brand units but does it matter? Growth in a highly penetrated, extreme competitive market is impressive and proves that diversity is essential to drive new brands.

Oh yes. It also proves that low-priced mobile calling and data is in!