TELENET | BASE
Transforming
BASE to meet the needs of the customer
“ It ' s clear that BASE had always the mindset to challenge things ”
GÉRALD DEMORTIER CHIEF BASE TRIBE , TELENET
Discussing the acquisition of BASE , the Tribe lead said : “ Telenet , for 20 years , had a fixed network and then acquired BASE in 2015 in order to get a mobile network . It was important to have a fixed and mobile network presence in the FMC strategy and that was one of the reasons Telenet looked to acquire BASE , for its mobile network .”
“ But , when you acquire a mobile network , you also acquire the customers , the brand and the people , and that ' s why BASE is part of the Telenet brand as it is so complementary to the company . Telenet is really the family FMC company within the group and BASE is the mobile-only company within the brand focusing more on individual customers ” he continued .
Telenet : acquiring BASE to expand its mobile offering Following the acquisition in 2015 , Telenet began to integrate the BASE company within its operations between 2016 and 2017 .
“ The way the company went around it was probably not the best choice . 18 months after the integration , we saw a sky-high churn , 20 % decline in sales and a 25 % decline in footfall within BASE stores ,” said Demortier .
To tackle the challenge at hand , Demortier and the Telenet team looked at ways to elevate the BASE brand to improve sales and revenue . To turning this around , Telenet put the focus back on BASE and made the brand its own entity , under the Telenet umbrella .
“ This was to give us the right focus , the right positioning , the right project portfolio , the right strategy and the right campaigns ,” explained Demortier .
282 March 2022