Wireless operator T-Mobile Austria and cableco UPC Austria have formally merged into a new full-service provider of mobile and fixed network services known as Magenta Telekom.
According to Telegeography, The Deutsche Telekom (DT) subsidiary will market its services under the Magenta retail brand, while retaining the T logo as its corporate brand. ‘In Austria, as compared to our other markets, Magenta will figure even more prominently in our communication,’ commented Hans-Christian Schwingen, DT’s Chief Brand Officer, adding: ‘We want to establish a distinctive retail brand. From a strategic standpoint, this is a logical next step for us.’ The company plans to begin phasing in its new brand communication immediately.
As previously reported by CommsUpdate, in December 2017 UK-based Liberty Global agreed to sell UPC Austria to T-Mobile Austria for an enterprise value of EUR1.9 billion (USD2.1 billion). The deal received EC approval in July last year and was completed at the end of that month.