Proximus launches its own all-in-one app Proximus+. The app bundles a whole range of digital services and will also be available to those who are not customers of the operator.
In the coming weeks, Proximus+ will replace the MyProximus app, which is on the smartphone of more than a million customers. Consumers will still be able to manage their telecom services with it, but Proximus is adding other services that have nothing to do with telecom.
These functionalities come from Proximus itself (such as the parking application 4411), but also from external partners. At the start it is possible to book a restaurant, buy tickets from NMBS or De Lijn, monitor energy consumption, consult the weather forecasts or play games.
“Seamless experience”
Proximus promises a “seamless experience” where users do not have to log in again and again. For example, anyone who enters payment details to pay for a parking session will not have to do so again later to purchase a train or bus ticket.
The app will “continue to evolve,” the company says. A service for budget management and to earn cashbacks from merchants will soon be added. Navigation and real-time traffic warnings are also planned.
Musk
Proximus is not the first with an all-in-one app. Internationally, the Chinese WeChat is a well-known example, billionaire Elon Musk wants to add services to X (formerly Twitter) to turn it into an “everything app”. In its own country, bank-insurer KBC already bundles various services in its banking app.
Even those who are not Proximus customers can use various applications in the app. The telecom company naturally hopes that these non-customers will eventually take out a subscription.
Savings
For Proximus, the app also generates savings because it unifies marketing for its various services and reduces development costs. Proximus earns commissions on integrated services from external partners.
The app seems like a treasure chest full of personal data, but Proximus does not see any income stream from it in the short term. The focus is on developing the services and attracting customers, it sounds. Only with a very large volume would the data be able to generate revenue. Proximus promises to handle customer data carefully and transparently.
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