The Dutch telecom market went from a relatively quiet duopoly to a crowded and competitive market in just under a year. After years of skimming the market the two incumbent operators, KPN and Libertel, provoked high price erosion prior to the launch of various new operators (Telfort, Dutchtone and Ben) in an attempt to gain as much market share as possible. In that setting, Ben was to be launched and needed to develop a unique positioning and strategy that would enable it to rapidly establish itself in this market. Ben, the fifth mobile operator in the Netherlands, was launched in February 1999 with the help of DiamondCluster.
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