Parent Company: Koninklijke KPN N.V.
Brand value: US$4,219 Mil.
Headquarter City: Rotterdam
Industry: Telecom Providers
Year formed: 1989
KPN as a brand was founded in 1989, but its legacy traces back to 1881 and the Netherlands’ first government-run telegraph service, which was soon combined with postal and telephone services to create a state-run communications powerhouse. By the 2000s KPN had privatized and spun off its postal business, leaving a core business focused on fixed and mobile telecom networks, as well as data and home internet, with 5.5 million Dutch consumers using at least one KPN product. As the telecom industry changed and voice became just one part of KPN’s telecom offerings, the company changed its brand focus to connecting the country in a myriad of ways. As such, technological innovation has once again become a prominent part of the brand’s identity, and KPN’s brand communications often showcase the emotional, societal, and sustainability benefits of greater connectivity. Last year, KPN announced that they would discontinue their brands Telfort, XS4All, and Yes Telecom to focus on one KPN master brand. With that single brand, KPN sponsors KNVB and the Eredivisie football league. KPN’s sustainability motto is “Every day a little greener.” The company has won several awards for its efforts to be one of the greenest telecom companies in the world. In September 2020, KPN became the first telecom company to pilot the use of fiber-optic cable made from 90 percent
recycled plastic. KPN is listed on Euronext Amsterdam.
Responsibility index: 111