Deutsche Telekom will not use T-Mobile or T-Home, as “T-Mobile only exists in mobile only countries and T-Home doesn’t exist at all any more. I think T-Home only in Macedonia is still used. It will be something with a “T”, that’s for sure,” German executive Nikolai Beckers told ZF in an exclusive interview.
Beckers, 50, was appointed CEO of the operations in Romania in April 2013 and tasked with integrating the two operators. DT controls Romtelecom and Cosmote via Greece-based OTE Group.
Cosmote and Romtelecom posted almost EUR1.1 billion revenue in 2013, thus collecting about 30% of what Romanian consumers and companies spent on communications and TV services last year.
The two operators will not only change their name but also relaunch their phone, Internet and TV service packages, Beckers says.
“By September or October at the latest we’re gonna have a really superior package of content, delivery platform and access ready.”
Cosmote and Romtelecom’s management team is now working on the new packages for both the mass-market customer segment, which is very price conscious and the ‘premium’ customer segment, where the battle has only been fought by the leaders of the mobile telephony market Orange and Vodafone so far.
The rebranding in the fall will have a positive impact and accelerate Cosmote and Romtelecom’s growth, Beckers thinks.
“I hope for us a positive one. We have made very detailed market research, we had a look at brand attributes, what people like, what they don’t like, what we think we can improve. For us that is not only a new color and a new name, for me it is really changing the DNA of the two ‘old’ companies.”
This means, as he has told internally, to the employees of the two companies, “I want to deconstruct the DNA of both of them and I want to reconstruct something new, which is then a modern company, more flexible a company, which is able to drive innovation, which is able to bring customers services and all that at a reasonable price, not the most expensive, but definitely not the cheapest – value for money.”
(English version by Loredana Fratila-Cristescu)