KPN is pulling the plug on its Hi youth phone brand from May 1. The brand was launched in 1996 to try to attract younger clients with cheaper deals because mobile phone subscriptions then were expensive.

KPN says it is stopping the brand because ‘the specific wishes of Hi customers and KPN’s own brand mobile customers have dovetailed.’ In particular, the users of both brands want greater data traffic and 4G networks, KPN said.

KPN declined to say how many customers its Hi brand has but says its combined brands – KPN, Hi, Telfort and Simyo – have 7.5 million customers in the Netherlands.

The 52 Hi shops will close and ‘most’ of the staff will be found alternative positions, KPN said.