Ben - Self-conscious
Ben is not into price fighting with new devices and infinite bundles. Ben stands for a self-conscious consumer mentality, in which everyone is happy to be consciously less busy with their mobile phone.
This has consistently been the unruly and self-relativizing response to the increasing telecom craze. A striking message that many people recognize and which made more people want to become and remain a Ben customer. Ben became twice as big in 4.5 years.
