Ben offers its voice, text and data services on the GSM, GPRS, EDGE and UMTS (HSDPA) networks of its parent company T-Mobile Netherlands.

The initial launch of Ben was marked with a 3-minute television ad shown simultaneously on all major TV stations in the Netherlands.

The company launched several viral advertising campaigns in clothing stores, clubs, bars, movie theaters and other places where a primarily younger audience could be targeted.

The premieres of new Ben television ads were usually announced weeks in advance and watched with great anticipation.

In keeping with tradition, the relaunch of Ben was heralded by a 3-minute, artistically designed television ad shown on all public TV stations in the Netherlands.