The process will be conducted in two phases, with the dual brand velcom/A1 being used initially and then replaced with the single brand A1 later this year.
This comes in addition to the group’s operating company in North Macedonia announcing a few days ago that its local brand Vip will be replaced by A1 in the course of this year.
Commenting on the developments, A1 Telekom Austria Group CEO Thomas Arnoldner, said: “With these steps, we are utilising our strong brand A1 in further operations of our international footprint, and our A1 ‘brand family’ continues to grow in 2019. We are actively pursuing our group-wide single-brand strategy. This is an investment in the future of our operations. It is leveraging our perception as a powerful international company and has the potential to support efficiency and growth targets. We are convinced that a strong and concerted brand identity, a distinct value proposition, consistency and credibility support the repositioning of the companies in their respective markets.”
Alejandro Plater, COO of the A1 Telekom Austria Group, added: “The initial idea of one brand started a couple of years ago with the question of how our different subsidiaries with their own culture and history can work together better as one team. I strongly believe that through this journey to have one unified brand, we will achieve more and become stronger together. I’m proud that in Belarus and North Macedonia we will also soon appear as A1 on the market. With a view to both companies, we expect the energetic and proven A1 brand to foster their new market positioning. 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.”
In 2017 A1 Telekom Austria Group announced its plans to gradually – dependent on local circumstances – expand the A1 brand to its entire operating business. In 2018, this objective was accompanied by the rebranding of the Bulgarian and Croatian subsidiaries to A1 and a brand refresh in Austria. The A1 brand was previously already implemented on the Slovenian market and at A1 Digital, as well as in the international corporate brand A1 Telekom Austria Group.