One Quarter of Dutch Users Interested in Family Plans if Costs Are Saved

A quarter of Dutch consumers would be interested in a family mobile plan if it resulted in cost savings, according to a research report. Another 18 percent would choose a family plan if it cost the same as individual mobile plans and offers additional benefits.

Twelve percent of Dutch users said they would consider a family plan for mobile services if all the members of the household are already with the same provider. Nineteen percent said that keeping their number was a condition for taking such a plan. Another 12 percent said they are interested in a family plan but do not want to change providers. In total, two-thirds (65 percent) of Dutch users say they are interested in family plans.

The only operator in the Netherlands currently offering a family plan is Vodafone. The first line on its Red Together plan costs €35.00 (US $39.08) per month, and each additional SIM is €15.00 (US $16.75). All members use the same data bundle, which includes 80 GB per month. Vodafone customers who also take fixed services under the Ziggo brand receive double the monthly data amount.

While it does not have a family plan per se, T-Mobile Netherlands offers discounts ranging from €2.50 to €10.00 per month to customers who multiple mobile plans at the same address.

Here is a situation in which most of the operators in a national market are not offering services that a significant number of users actually want. Only one operator offers family plans, and the only comparable offer is a set of discounts that is not marketed as a family plan On the most general principles, it would appear that operators in the Netherlands would do well to offer family plans.

The question, of course, is the level and type of interest in family plans, and the conditions attached. Some users would sign on to a family plan but only if they can stay with their current operator, which means that a rival operator’s offer of a family plan would be no threat to the incumbent. Other users says they would only want a family plan if all (not just some) of the residents of the household are already with the same operator. Again, that condition is somewhat exclusionary, and operators may consider it not worth their while to introduce a new type of plan which involves discounted services.

On the other hand, a full 25 percent of users in the country say they would take a family plan, with the only condition being that it would save them money, and 18 percent would do so as long as costs remained the same per user. These sectors of the market would seem to be fair game, and it would quite likely be worthwhile for an operator to introduce family plans to answer these needs. If they do not, a rival operator, such as Vodafone, could conceivably take subscribers away from them. 

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