Medialaan takeover of Mobile Vikings approved

Summary

TV and radio broadcaster Medialaan will now run the mobile service provider Mobile Vikings, acquired from Base

“Better relationships with users”

The federal competition authority has given its approval for the takeover of mobile operators Mobile Vikings and Jim Mobile by Medialaan, the TV and radio broadcaster that owns VTM, Q-music and a number of other stations. The deal now requires the approval of the EU Commission.

Mobile Vikings started in 2009 as a maverick phone company, offering packages tailored for young people and users of mobile data, as well as creating a community of 240,000 users unlike any other customer base. Half of the company was taken over by Base mobile operator, but now Base is the subject of a takeover bid by Telenet.

Before that can be approved by the EU Commission, a decision due sometime in March, Base needs to let Mobile Vikings go.

Medialaan Mobile will now become the fourth major player in the telecommunications market, after Proximus, Mobistar and Telenet/Base. Its takeover of Mobile Vikings will be reinforced by taking Jim Mobile fully into the fold. Medialaan already owns the brand – a spin-off of its music video station – but until now customer relations have been outsourced to Base.

“Jim Mobile may have seemed to be a misfit in the Medialaan portfolio, but it’s been a good performer for years,” said Medialaan CEO Peter Bossaert. “With Mobile Vikings, we’ll be bringing in the experience of maintaining strong relationships with users. That’s becoming more and more of a hallmark of Medialaan.”

Photo: “Chief Viking” Hans Similon

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