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SNOW arrives in Belgium

The Belgian subsidiary of Dutch telco KPN has launched a new triple-play service called ‘SNOW’, targeting the more cost-conscious end of the market and offering digital TV, broadband and fixed telephony, all delivered via VDSL.

Pledging to let customers “pay for what they really want, instead of paying for an offering that many consumers barely use”, KPN’s Belgian subsidiary Base has priced the service at €39 per month (plus installation fee), offering 32 linear channels for Dutch-speaking customers and 33 for French-speaking subs.

Customers can also personalise their package on an à la carte basis online, such as adding extra movie channels for one month over winter, or some extra children’s channels during the summer holidays.

“For us, now is the perfect time to challenge the market with SNOW,” said Jos Donvil, CEO of KPN Group Belgium. “The challenger role that we had and still have with BASE in mobile telephony will now be taken up by SNOW for Internet, fixed-line telephony and digital TV. SNOW finally brings consumers a comprehensive product at a keen price.”

KPN already operates a highly successful IPTV service in the Netherlands, called ‘Interactieve TV’ and reaching just over 1mn customers by the end of 2012, up from 573,000 one year earlier.

Underlining its status as a challenger to Belgium’s larger TV operators, Base kicked off its marketing campaign for the new TV service by placing snowmen outside the offices of companies like Belgacom and Telenet, featuring slogans such as ‘All you need is SNOW’.

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