Business
Strategy
In 2025, we focused our efforts on further strengthening our portfolio to ensure sustainable customer value. By doing so, we are better positioned to serve our business customers and address their needs and challenges. As announced in 2025, we launched our new formula in the midmarket segment which gained traction during 2025. In parallel, our digital channels see rising interaction, demonstrating that our efforts to become a fully data-driven organization are paying off culturally and operationally, and reinforcing our commitment to sustainably secure future value.
Highlights
We grew our client base in 2025. Once again, we saw a positive performance in the SME segment, mainly driven by Mobile, Cloud and Workplace services. We successfully continued growth on Value Added Services, such as Extra Veilig Mobiel. Also, we were able to further expand our reach with Supervision, a tool to manage Microsoft 365 environments of customers in an efficient and safe manner. Due to the transformation of our organization and the further development of our enterprise propositions, we are better positioned to serve our LCE customers. Within the LCE segment, we are seeing positive traction in key growth areas, including Secure Networking, Campus, CPaaS, Multicloud and IoT.
We signed our first customers for KPN Campus, which was introduced last year. With this proposition, we provide our customers with secure and reliable infrastructure for onsite digital transformation, based on services such as 5G (public and private) and edge computing. Within CPaaS, we see increased demand for both our communication and network/identity APIs. And IoT is also showing positive results in 2025.
In its most recent review, GlobalData recognized KPN as a "very strong" player in the market, highlighting our broad, converged portfolio and secure connectivity solutions. This strong position is further underscored by multiple awards from leading partners. Microsoft honored our KPN Business segment and InSpark with Microsoft Country Partner of the Year 2025 award, while Cisco named KPN Sustainability Partner of the Year for the northern EMEA region and awarded us both Sustainability Partner of the Year and Collaboration Partner of the Year within the Benelux region.
Challenges
In the SME segment, recent legislative changes regarding self-employment have caused growth in the number of self-employed professionals to level off, impacting the growth rate of self-employed professionals in the Netherlands and creating more uncertainty among entrepreneurs. At the same time, competition in the marketplace remains strong and persistent pricing pressure continues to pose a challenge. In the LCE segment, customers increasingly seek integrated services while continuing to demand simplicity and ease of use. We are seeing more international players enter the business market and competition becomes more intense.
We are exploring new approaches, including greater collaboration with our business partners and increasing distribution potential via corporate partnerships. It is essential to keep innovating our integrated connectivity propositions while expanding adjacent offerings. We must streamline our delivery and accelerate digitalization across our business. Our focus will be on converged solutions that combine core and near-core portfolio, such as mobile and networking services, together with adjacent services.
Outside in
KPN is committed to leading in connectivity and integrated solutions for SMEs and for LCE and Tailored Solutions customers in key sectors, such as banking and insurance, public sector, and logistics. Our vertical strategy enables us to anticipate specialized needs and deliver tailored propositions that create long-term value. As a Dutch enterprise with proprietary network and data center infrastructure, complemented by strong services on top, we provide secure, sovereign solutions that protect customer systems and data. Security remains central to our value proposition, reinforcing trust in an increasingly digital economy. Customer expectations are shifting toward sustainable technology, simplicity and integrated services. To meet these demands, we are advancing our one-stop-shop model and strengthening omnichannel capabilities to deliver seamless, multi-touch experiences that are closely monitored in order to further empower our customer experience.
Outlook
Going forward, we will strengthen our platform strategy for SMEs, positioning KPN as the one-stop shop for this segment. This includes expanding our e-commerce capabilities and driving growth among small, medium and mid sized businesses through our Partner Network. For LCE and Tailored Solution customers, we are enhancing our offerings with a more vertical approach and by simplifying and digitalizing the end-to-end chain and turning data into actionable insights. Additionally, we are accelerating the adoption of AI across our Business segment to boost service quality, speed, and productivity — ultimately delivering better experiences and higher customer satisfaction.
