Telekom Austria Group turns A1 into a powerful brand for all of its operations

Vienna, 20 September 2017
  • Decision on the stepwise implementation of a one brand strategy in all markets
  • Coherent international brand experience supports efficiency and growth targets of the companies
  • Holistic customer experience for all ICT offers

The Telekom Austria Group today announced the decision to roll out A1 – its successful brand in the Austrian market ¬– across all of the Group's operations in a gradual manner depending on local circumstances. Thus, the Telekom Austria Group aims at providing its more than 24 million customers with a coherent brand experience for all offers in all of its markets and to strengthen its position for the expected consolidation of the European telecommunications markets.

Holistic customer experience in the Digital Age

The rebranding decision is based on extensive analysis of the market environment and the branding landscape that identified distinct potential and strengths of A1 as a powerful international brand that covers all convergence and ICT aspects - mobile, fixed, TV, data and cloud solutions as well as OTT services.

Alejandro Plater, CEO and COO of the Telekom Austria Group: „By our customers 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."

With a view to the market environment and the branding landscape Plater adds: „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".

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Barbara Grohs

Spokeswoman
Telekom Austria Group

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24M
Customers in seven countries