As of: March 27, 2024, 5:04 a.m
By: Markus Hofstetter
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The end of the additional cost privilege hits Vodafone hard.
In order to win the previous compulsory users into individual contracts, Germany's largest cable TV provider is using its bag of tricks.
Düsseldorf - To date, many landlords or property management companies have concluded collective agreements with cable network operators so that their tenants can use cable television.
The costs are passed on to all tenants and billed as additional costs.
With the abolition of the so-called additional cost privilege as of July 1, 2024, the costs for cable television may no longer be billed as additional costs.
Vodafone threatens disaster for cable TV customers: 8.5 million connections
This is a great opportunity for modern alternatives from the Internet such as Waipu, Zattoo or MagentaTV from Telekom.
You now have the opportunity to get your foot in the door with tenants.
On the other hand, this is bitter for the cable network operators, who have to pull out all the stops to win over “old” cable customers as new customers.
Vodafone must win as many former compulsory users of cable TV as possible for new contracts © Rolf Vennenbernd/dpa
The end of the additional cost privilege is hitting the largest German cable network operator Vodafone particularly hard.
Even before the end of the additional charge privilege, the provider had fewer cable TV customers.
According to the company, the number fell by 136,000 in the third quarter of the current financial year alone.
As of December 31st, Vodafone still had 8.5 million cable connections in apartment buildings.
These generated sales of 800 million euros.
Vodafone threatens disaster for cable TV customers: no direct contact with households
Vodafone is confident that it will be able to win many existing compulsory customers for a new contract.
In previous attempts, between 35 and 65 percent of households were able to be won over as customers for individual contracts, according to the annual report for the third quarter.
However, in order to achieve this quota for the entire customer base, Vodafone has to work hard.
In most cases, the company has no direct contact with customers; billing is handled by the property management company.
That's why the provider advertises its TV offering on television and on posters - and points out that customers have to take action themselves.
In addition, so-called media consultants ring the doorbell and advertise Vodafone's cable television.
Vodafone threatens disaster for cable TV customers: questionable sales method
Vodafone also seems to be overshooting its target, as
Wirtschaftswoche
reports.
Accordingly, there are internal booking systems in the shops that mark the status of each residential property with green, red or yellow.
Depending on the color, sales know whether and when the cable TV product “TV Connect Start” can be sold.
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Green means that sales have free rein because the landlord has terminated the framework agreement.
Red means that the landlord has already extended the house contract and there is no need for action.
For properties marked yellow, the framework agreement is still running, but the landlord will conclude a follow-up agreement within the next twelve months.
“Pre-marketing” can be initiated for these objects.
It cannot be ruled out that a customer is supplied twice.
If the customer has concluded a contract with Vodafone on July 1st, they will pay directly to the provider for their cable television from this point onwards.
If his landlord has concluded a follow-up contract with Vodafone at the same time, the customer also pays the landlord, who can no longer bill the costs through the additional costs.
However, the tenant should quickly notice this so that he can take countermeasures.