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21 September 2017
| Natalie Bannerman
Telekom Austria Group (TAG) has announced its plans to launch a one brand strategy across all its markets.
The A1 brand, which operates as a
fixed and mobile network operator in Austria, will be gradually
rolled out to all TAG operations at a rate 'dependant on local
circumstances’, the company said.
The move will mean the eventual replacement of Mobiltel,
Vipnet, Velcom, Vip mobile, one.Vip and Telecom Liechtenstein
in Bulgaria, Croatia, Belarus, Serbia, Macedonia and
Liechtenstein respectively. In doing so, the company provides
its 24 million customers with a more coherent brand experience,
with access to all offers in all of its markets. It also hopes
to strengthen its position in the market ahead of the expected
consolidation of the EU telecommunications sector.
Alejandro Plater, CEO and COO of the Telekom Austria Group,
said: "A1 is perceived as particularly responsible, reliable
and forward-looking. A1 aspires to deliver a total customer
experience by connecting people, places and things with
solutions that enrich the experience of work, life and play in
the digital age. The brand system of A1 is flexible enough for
being universally applicable while at the same time enabling
international consistency as well as satisfying individual and
The decision to rebrand came after extensive analysis of the
current market and branding landscape, driven by the success of
A1 in Austria. The results showed major strengths and
opportunities of A1 as a 'powerful international
brand’ that covers all aspects of convergence and
ICT like mobile, fixed, TV, data and cloud solutions as well as
Plater added: "In the fragmented European telecommunications
markets, the Telekom Austria Group aims at fostering its
perception as a powerful international company by means of a
unified brand. At present, even the group’s own
companies alone count more than ten different brands. This
underlines the need for investing all bundled efforts in one
strong unified market presence."
Back in August, TAG launched its first cloud service offering following its
takeover of Swiss cloud provider Exoscale under its A1 Digital
subsidiary. Using Exoscale's infrastructure and services for
cloud applications, TAG is able to offer cloud-based services
over this platform in future.
Telekom Austria Group,