Telefonica to expand Movistar branding to Spanish, LatAm fixed line units

18 Nov 2009

According to Reuters, Spanish telecoms giant Telefonica is preparing to rebrand all of its fixed line and internet subsidiaries in Spain and Latin America with the Movistar branding it presently uses for its wireless units. Luis Abril, Telefonica’s technical general secretary to the chairman, said: ‘This decision is in keeping with the growing convergence of fixed and mobile telephony and will allow the group to increase its efficiency and improve integrated offers for customers.’ Global marketing manager Belen Amatriain meanwhile said that the company did not expect the rebranding exercise to cost much, noting: ‘The cost will be less than the launch of the Movistar brand four years ago.’ The only units through which Telefonica will continue to offer services under different branding will be Vivo in Brazil, while it will also retain the use of the O2 moniker in Europe.