Partial Telekom Austria is rolling out its A1 brand in more and more countries. This week, the listed in Vienna telecom company turned Bulgaria – Mtel became A1 . In the home market of Austria, the majority belonging to America Movil company with a "refreshed" logo, said A1 -Mark Marcus Grausam on Wednesday in a press conference with CEO Alejandro Plater. "It's a pleasure for us to use A1
For each new brand, around four to five million euros in marketing costs are incurred per country, as Plater explained on demand. Added to this are the approximately € 350 million in brand write-downs already announced by Telekom in September 2017.
Apart from Austria and Bulgaria, Telekom Austria is represented in Croatia, Belarus, Slovenia, Serbia and Macedonia. The Slovenian subsidiary Si-Mobil has been trading for a year under the brand A1 . All Group brands are to be converted in 2019.
Telekom Austria follows the industry trend of acting under one name in all countries, Plater pointed to its competitors Vodafone, Telenor, Orange and T-Mobile. In Austria, the appearance will fit into the common brand image and undergo a brand refresh. "This is the journey that we are now beginning," says Plater.
(APA / Red.)