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Company: United Internet AG

Brand value: US$2,706 million

Headquarter city: Montabaur

Industry: Telecom Providers

Year formed: 1988


1&1 is a challenger brand in the highly competitive German telecommunications sector, offering mobile network services, broadband, web hosting, virtual servers and email solutions. In 2016 it had around 17 percent of the German DSL broadband market, making it second only to Deutsche Telekom, and around 8 percent of the mobile market, putting it in fifth position behind Deutsche Telekom, Vodafone, O2 and Aldi Talk. 1&1 was a relatively late entrant to the mobile market, launching mobile consumer services over the Vodafone and Telefonica networks in 2010. The brand positions itself as offering good value for money and strong customer service. It often bundles products and services into a single price, with the cost of mobile phone handsets, for example, offered at a reduced price as part of a service package. In its communications, 1&1 frequently takes aim at its biggest rival, Deutsche Telekom, saying that 1&1 has the best and fastest network in the country. This usually generates a response from Deutsche Telekom, whose DSL network 1&1 uses, and at the time of writing, court action was continuing over DT’s attempts to ban such claims in 1&1’s advertising. TV presenter Kilian Reichert has been the public face of 1&1’s advertising for more than three years. The 1&1 brand expanded with limited success into Poland and Italy; more recently, parent company United Internet has been acquiring established local brands in other markets, starting with Arsys in Spain in 2013 and home.pl in Poland in 2015. United Internet AG is listed on the Frankfurt Stock Exchange.