Romania’s second largest mobile operator MobiFon has rebranded as Vodafone Romania, finally dropping its Connex brand name, to align its marketing with its parent, UK-owned Vodafone Group. The cellco’s Chief Executive Officer Liliana Solomon said of the marketing campaign: ‘After six months of successfully co-branding Connex and Vodafone, we are now moving entirely to the unique Vodafone brand’.
According to TeleGeography’s GlobalComms database, MobiFon (Vodafone Romania) launched the first GSM network in the country in 1997 under the Connex brand, and quickly assumed a leading position in the market, which it maintained until the end of the third quarter of 2004 when its subscriber figures were surpassed by Orange Romania. It ended 2005 with 6.132 million subscribers, or 45.8% of the market, behind Orange with a share of nearly 51%. In early April 2006 Vodafone Romania estimated its 3G subscriber base at 135,000 users, and says its W-CDMA network has population coverage of 30%. In March 2005 the Vodafone Group bought the 80% stake in MobiFon it did not already own (from TIW), bringing its ownership to 100%.