AMSTERDAM: The Dutch mobile operators KPN, Vodafone and T-Mobile spent less on marketing to SOHO customers in the past year, according to figures from Adfact. KPN and T-Mobile spent significantly less targeting businesses of 1-10 people, despite this market growing by 14.5 percent since 2010.
KPN spent a large amount of promoting SOHO products and services in 2010. The following year monthly spending was less, at an average EUR 1-1.5 million, but it still advertised almost every month. The focus fell steadily thereafter, especially from 2014.
T-Mobile spent somewhat less to start, at a monthly average of half a million euros from 2010, with peaks of around EUR 1 million in the second half of 2012 and early 2013. Thereafter the number of months with SOHO marketing activity fell significantly, with only a small increase at the start of 2014.
Only Vodafone has maintained a focus on the SOHO market. Since April 2014, Vodafone is the only MNO to spend almost every month, although the amount has fallen. In July 2014 it spent EUR 260,000, while in February 2015 this had fallen to around half the amount
