Mobile Vikings bought by Proximus: ‘prices won’t increase’

Mobile Vikings bought by Proximus: ‘prices won’t increase’
Mobile providers Proximus and Mobile Vikings announced they will merge Credit: Belga

Proximus has signed a definitive agreement with the DPG Media group to acquire the virtual mobile operator Mobile Vikings, which also includes the Jim Mobile brand, the group announced Monday morning.

In a press release sent on Monday morning, Proximus pledged to “preserve the essential brand identity of Mobile Vikings, which will continue to offer its products and services under the same conditions and name.”

The €130 million transaction will give Proximus access to the approximately 335,000 customers under the Mobile Vikings and Jim Mobile brands. The company, however, has issued a pledge that nothing will change for customers or employees.

Under the new deal, “customers will keep their current services and benefits while gaining future access to the best mobile network in Belgium and benefit from Proximus’ future innovations,” the release adds.  Mobile Vikings will continue to operate as a separate entity within the Proximus Group, in the same way that Scarlet and Tango, and will not have an impact on the Mobile Vikings’ workforce.

“My first priority will be to preserve and further develop the identity and market positioning of Mobile Vikings, in order to ensure that this acquisition perfectly complements our existing brand portfolio,” said Guillaume Boutin, CEO of the Proximus Group.

“In return, Mobile Vikings customers will have the best mobile network in Belgium at their disposal and benefit from Proximus’ future innovations. This transaction will be a driver of value creation, commercial innovation and growth,” Boutin added.

In its own statement on the deal, Mobile Vikings addressed potential concerns from customers, stressing that access to current and future Proximus innovations would improve network coverage.

The company also assured customers that Mobile Vikings will not increase prices after this acquisition agreement. “After all, there will be no change to our goal: to always offer our Vikings the best price and the best service,” the statement reads.

Proximus expects to close the transaction in 2021 and the first synergies are expected to be implemented in the first half of 2022 – however, this is providing the deal receives approval from the Belgian Competition Authority.
Jules Johnston
The Brussels Times

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