Let’s look at Telenet who entererd their B2C case for the residential market. Started as a challenger Telenet has now 2,52 billion euros turnover and is one of the 2 main telecom providers in Belgium. With a broader product and services offer that covers internet, mobile and Television services.

Over the past decades they passed successfully through all phases, from a challenging acquisition strategy through growth by cross selling to the emphasis on the customer lifecycle in the mature and competitive market today.

Three strategic lines were and are at the core of Telenet:

• This company was born out of purpose with the original mission to connect Flanders and Belgium to the digital world.
• A radical choice for trustworthy technological quality
• A structural approach to simplify the offerings in a jungle of bundles, features and tech specs.

Their focus today on servicing needs, not technologies reflects that they became a real marketing company, acting on behalf and for the heart of the consumer. The fact that they installed ‘net lifetime value’ and ‘purpose driven brand parameters’ in a recently new set of KPI’s underpins that Telenet is an inspiring marketing leader.

Recently they also added a more inclusive approach to their purpose, the ambition to take all people along in the technological innovation. The ultimate goal is now mainstream technological innovation.