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Simpel.nl retains its number 1 position in WUA’s Sim Only study. The provider receives a total of 29 points, 12 points ahead of Ben.nl (17) and Tele2.nl (17). In this January 2019 Sim Only study, a total of 400 respondents searched for a Sim Only provider via smartphone and desktop. Simpel’s strong price-driven strategy is once again one of the reasons Simpel.nl dominates the market.

  • Digital Sales Score
    Study: Sim Only
    Measurement: March 2019
    Country: Netherlands
  • Total Desktop Mobile
  • 1 Simpel.nl 29 27 32
  • 2 Ben.nl 17 20 12
  • 3 Tele2.nl 17 16 18
  • 4 KPN.com 17 15 18
  • 5 Simyo.nl 15 18 12
  • 6 Vodafone.nl 14 11 17
  • 7 T-Mobile.nl 14 14 14
  • 8 hollandsnieuwe.nl 13 11 11
  • 9 Telfort.nl 12 15 9
  • 10 Youfone.nl 11 13 9
  • 11 SimOnly.nl 10 8 11
  • 12 Belsimpel.nl 7 6 7
  • Schow full list
  • Highest total score
  • Highest score on device

Insights Update Sim Only

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Tele2.nl, Vodafone.nl and Simpel.nl found by almost half of orienting customers, Simpel nearly doubles Preference

Although Tele2.nl, Vodafone.nl and Simpel.nl are found by almost 50% of respondents, customers prefer Simpel.nl. A total of 19% favor the provider, whereas Tele2.nl and KPN.com gain a 10% Preference among their website visitors. Simpel.nl’s price-driven strategy helps just as much as the straightforward brand proposition does: choosing Simpel’s Sim Only means you choose simplicity and honesty, the offer seems ‘reasonably cheap’ (honest/price) and it offers the option of ‘choosing from different packages”.

Belsimpel.nl: from 12th to 9th place, Telfort.nl slowly descends in ranking while Tele2.nl climbs

Over the years, the Sim Only ranking has changed slightly. Simpel.nl has held the first position since July 2017 and Tele2.nl climbs from a 6th position in 2017 to a 2nd in January 2019. This is mainly because of the higher Findability and brand preference. The opposite can be seen for telecom providers Belsimpel.nl and Telfort.nl, both companies relinquish their scores to others. Belsimpel.nl, in September 2018 good for a 9th position and a Conversion of 31%, is at the very bottom of the list at #12 with half of the Conversion (17%). Telfort.nl drops from a 4th position in July 2017, via a 6th (September 2018) to number 8 in January 2019. Simyo.nl rises from a 9th (July 2017) to a 7th position in September 2018 and January 2019, and doubles the Conversion to 8% this year.

Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on taking out home insurance. It is important to capture the consumers’ choices and motivations when choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, what the best practices are and the obstacles each provider struggles with. A custom-made report is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.