Consumer
Strategy
We go all out to connect everyone in the Netherlands to a sustainable future. Our strategy focuses on helping customers get the most out of their digital lives, while delivering great value for money.
With our Household 3.0 strategy, we meet the diverse needs of the entire household and strengthen customer loyalty. At the heart of our customer relationship is the MijnKPN app, which we are transforming into a digital companion. We enhance customer experience with a digital-first approach complemented by our human-assisted omnichannel experience.
Highlights
In 2025, we strengthened our societal impact with the launch of our #BetterInternet campaign #IedereenBehalve (EveryoneExcept), addressing online exclusion. Through initiatives such as Platform Digitale Weerbaarheid and our partnership with SeniorWeb, we make the digital world more accessible and increase resilience nationwide.
For us, this starts with delivering reliable, secure and state-of-the-art services through our mobile and fixed networks. KPN is positioned as a premium brand, built on reliability, ease of use, personal attention and innovation. We differentiate through premium experience and digital leadership, offering our customers peace of mind with fiber, unlimited mobile data, great entertainment via our TV+ platform, seamless in-home connectivity via our WiFi Manager and bundled-in security.
We took decisive steps to improve customer satisfaction by reinforcing our commitment to value for money. One key initiative was the expansion of Combivoordeel, rewarding customers who combine services with more benefits. We continue to offer free (fiber) speed upgrades for residential customers, free security licenses, and tailored retention offers. We create rewarding experiences that truly matter to our customers, with valuable extras such as double data, MB sharing and free Netflix or ESPN.
We introduced a new broadband portfolio with bundled-in security, aligned with our mission to connect everyone to a #BetterInternet. For mobile customers, we extended our Unlimited proposition with new tiers for speed and roaming.
This year we also acquired the rights for online soccer highlights from the Dutch "Eredivisie", providing all our customers with free soccer highlights and goal alerts via our platforms. Innovations in the MijnKPN app enabled seamless onboarding and gave customers more control over their in-home WiFi, including parental controls.
Challenges
Our company is currently operating in a complex and competitive landscape, shaped by shifting market dynamics, inflation and economic uncertainty. These factors influence customer behavior. In this environment, focusing on deepening relationships with our existing customers while attracting new ones is both essential and challenging. To stay competitive, we are investing more in our base while our go-to-market strategy uses flanker brands to tailor offers for budget-conscious customers and used the KPN brand to serve the premium segments.
Outside in
The telecoms industry is evolving rapidly, while customer expectations around speed, simplicity, and personalization continue to rise. Artificial intelligence is reshaping the way customers interact with digital services. At the same time, the growing use of AI brings new challenges around cybersecurity and data privacy. To maintain our competitive edge, we focus on continuous innovation, strategic partnerships, and a customer-centric approach. By doing so, we reinforce our position as a reliable and forward-looking leader in the industry.
Outlook
We are confident that our Connect, Activate & Grow strategy will continue to guide us through changing market dynamics and enable further growth in service revenue market share by delivering reliable, easy, responsive, and state-of-the-art services.
We remain committed to delivering high-quality products and services through a digital-first, human-assisted approach, while increasing fiber adoption. We aim to lead in household value by offering relevant, differentiated services through our main and flanker brands. AI will become integral to how we serve customers, enabling personal recommendations, proactive support and tailored loyalty offers in real time. These capabilities strengthen customer relationships and improve efficiency and responsiveness across channels.
