T-Mobile Austria and UPC Austria have merged to form Magenta Telekom as a new full-service provider of mobile and fixed-network services.
The Deutsche Telekom subsidiary will market its services under the Magenta retail brand, while retaining the T logo as its corporate brand. With its bundled offering of mobile and fixed-network services, Magenta Telekom is following the strategy of its parent company.
The company plans to begin phasing in its new brand communication right away, beginning with the launch, and to gradually increase its use. The new company’s official name will be Magenta Telekom GmbH. At some point in the future, that name will supplant the name T-Mobile Austria GmbH.
Hans-Christian Schwingen, Chief Brand Officer, Deutsche Telekom
To customers, the new brand signals a new beginning. In Austria, as compared to our other markets, Magenta will figure even more prominently in our communication. We want to establish a distinctive retail brand. From a strategic standpoint, this is a logical next step for us.
