Proximus welcomes the decision of the Belgian Competition Authority to approve, without conditions, the transaction to acquire Mobile Vikings, which also includes the JIM Mobile brand. This decision allows the Proximus and DPG Media Groups to finalize the procedure in the coming days.
Guarantee the autonomy of Mobile Vikings, ensuring a smooth transition for the customer
In line with its strategy #inspire2022, this acquisition opens up a complementary market segment to Proximus’ current core target group (Scarlet and Proximus), optimizing its multi-brand positioning in the residential market.
As already stated in December, Proximus will preserve the essence of the Mobile Vikings brand identity, which will continue to offer its products and services under the same conditions and name. 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.
Mobile Vikings will continue to operate as a separate entity within the Proximus Group, maintaining a clear positioning and a strong own identity. The objective is to continue to develop the Mobile Vikings brand and offer in order to create new possibilities for current and future customers.
The transaction amounts to € 130 million. In 2020, Mobile Vikings generated € 50 million revenue (net of interconnect) and an EBITDA of € 15 million.
Mobile Vikings and JIM Mobile brands together have around 335,000 customers.
With this transaction, Proximus expects to achieve synergies at both network and commercial level through convergence. The first synergies are expected to be implemented in the first half of 2022.
“I am delighted to welcome the “Viking community” and the Mobile Vikings employees to the Proximus family. I want to make Mobile Vikings the undisputed leading brand for the Belgian youth. Mobile Vikings brings that daring touch to our brand portfolio; the perfect complement to the Scarlet and Proximus offers. I am looking forward to meeting the teams and building this new growth phase together,” commented, Guillaume Boutin, CEO of the Proximus Group.
“Within DPG Media, Mobile Vikings has a successful track record that we are very proud of. The “Viking Community” consists of more than 300,000 happy customers and the brand is the most popular telecom brand in our country. I am convinced that at Proximus a fantastic future lies ahead of the company and all its employees,” said, Kris Vervaet, CEO of DPG Media.