Group's activities

Mobistar ended the year with 3.4 million active mobile customers: a 0.9% increase year on year. This meant that Mobistar maintained its 32.2% market share in Belgium in 2009.
the proportion of business customers edged up from 20.2% of the total (excluding MVNOs) at end 2008 to 20.5% a year later, refl ecting the marketing success of the Mobistar’s convergence strategy in the small businesses (SoHo) market.
2009 was marked by the takeoff of mobile data traffic (revenues advanced by 31.6 % compared with 2008). This was the combined result of abundance SMS offers, the big increase in mobile broadband customers, the use of smartphones (in both the home and business segments) and strong performances in machine-to-machine traffic.

Mobistar pressed ahead with its convergence strategy by launching offers combining mobile and fi xed-line telephony, Internet (mobile and fi xed) and high-defi nition mobile television. This strategy was built around the concept of mobility, backed up by the company’s brand.

Mobistar’s distribution strategy is built around some main thrusts, amongst others:
very dense distribution;
an emphasis on exclusive distribution (Mobistar Centers, telesales ), with particular efforts going to on-line sales;
segmentation of each outlet...
On-line sales increased from 5.0% of total sales in 2008 to 7% in 2009. ADSL accounted for more than one in four sales. It became possible to extend post-paid contracts on-line in 2009. In addition to on-line sales, after sales services and the information function were also extended.
The dedicated website for business customers was also modernized, with new after sales service functions for those dealing with such equipment.

At end 2009, 3G coverage was available to 87 % of the population, in accordance with commitments made to the regulator. With more than 99% of the population covered, Mobistar is also the only operator in a position to offer mobile broadband access over its entire network, thanks to the complementary fit of its Edge and 3G networks.