A1 rebrands Bulgarian unit Mtel

24 May 2018 | James Pearce


The A1 Telekom Austria Group’s Bulgarian subsidiary has rebranded as A1 Bulgaria, continuing an alignment of the Austrian telco's brand strategy across its footprint.

A1 Telekom Austria revealed plans in September that will ultimately see all of its operations gradually rebranded under the A1 brand.

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Prior to the rebranding of Mtel in Bulgaria, A1 was already implemented in the Slovene market, at A1 Digital and as international corporate brand A1 Telekom Austria Group.

Telekom Austria said it has adopted the A1 brand to build a perception of it as an international provider of convergent services encompassing IT, the internet of things, cloud services and content.

Alejandro Plater, CEO and COO of the A1 Telekom Austria Group, said: “With the rebranding in Bulgaria, we are able to benefit from the distinct value proposition of A1 in one more important market within our footprint. 

“Thus, this rebranding and those that are about to follow will support our goal to further enhance the Group’s engagement in its core region of interest CEE – as one company, with one strategy and one brand that stands for the life in the digital age.”