KPN has announced that its youth-focused mobile brand Hi will cease to exist from May.

Hi, which launched back in 1996, was described by the operator as “the most extroverted of the KPN brands” that engaged with customers via social media and online forums.

However, it will now be merged into the overall KPN brand, with the Netherlands-based company saying the advent of 4G meant the needs of young people were now similar to everyone else.

Specifically, it said the desire to be connected anywhere, the use of music and video streaming, as well as a need for converged access were shared by all of its subscribers.

KPN said nothing would change for Hi customers after the brand change, which will take place between 23 April and 1 July.

However, the 52 Hi stores will close, with “the majority” of staff expected to be reassigned new roles within KPN.

The announcement comes less than a month after former British Airways exec Frank van der Post started his role as KPN's new Chief Commercial Officer.

Jaap Postma, Director of Consumers at KPN, said: "Hi has, since its founding in 1996, achieved a lot and made  a great contribution to the growth of mobile [within] KPN.

“We say goodbye to the Hi brand but not what the brand stands for… [we] will continue with the brand KPN anticipate the needs of our customers, including young people.”

[Read more: KPN hints at M&A as 2014 revenues and profits slide]

According to European Communications’ latest survey, operators across Europe think the customer experience they provide young people should be different.

Over 88 percent of respondents said it is important to offer Generation Y/millennial subscribers a more technologically advanced customer experience to other customers.

You can hear more about this topic at European Communications’ customer experience seminar on 14 April.

Click here to read more about this free-to-attend event, featuring speakers from Orange, EY, Amdocs and AsiaInfo.

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