Telekom Austria rolls out A1 brand across all its operations

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 local needs.“

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 OTT services. 

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.