Germany’s Freenet backs ‘value-over-volume’ strategy to withstand fierce mobile competition
German service provider is introducing new tariffs and investing in more marketing to help attract customers in a fiercely competitive mobile market. CEO Robin Harries claims to be witnessing early signs of “healthy” pricing movement…
This article includes:
- Organisations: 1&1; Aldi Talk; congstar; Deinhandy; DNS:NET; Freenet; Handystar; Lidl Connect; mobilezone; MediaMarkt; MediaMarktSaturn; mobilezone Deutschland; O2 (Telefónica Deutschland); Sparhandy; Swisscom; Telekom Deutschland; Vodafone Germany.
- Geographies: Austria; Belgium; Berlin; Bochum; Brandenburg; Büdelsdorf; Cologne; Germany; Hamburg; Hungary; Italy; Luxembourg; Netherlands; Poland; Rotkreuz; Sachsen-Anhalt; Spain; Switzerland; Turkey
- People: Christoph Vilanek; Ingo Arnold; Robin Harries
- Themes: advertising sales; ARPU (average revenue per user); brand awareness; broadband; B2B; bundles; commercial agreements; customer growth; digital advertising; digital sales channels; discount competition; EBITDA; electronics retail; family tariffs; fixed network operator; fixed services; go-to-market strategy; healthy pricing movement; IPTV; IoT (Internet of Things); long-term customer relationships; marketing campaigns; mobile competition; mobile network operators (MNOs); mobile virtual network operator (MVNO); multi-operator approach; multi-SIM services; online sales platforms; physical storefronts; postpaid users; price discipline; pricing competition; profitable customer relationships; relaunch domain; retail sales; sales growth; service revenue; tariff offerings; TV advertising; value-over-volume strategy; wholesale agreements; wholesale deals; wholesale partner; wholesale supply
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