MarketWatch reports that Telefonica of Spain’s Brazilian operation is to adopt the Vivo brand across its entire portfolio from 15 April, marking the final step of its long-running merger plan in the country. As reported previously by CommsUpdate, the move is part of a strategy to better integrate its fixed, mobile, pay-TV and broadband businesses in Brazil. Going forward Telefonica will provide fixed voice services as ‘Vivo Fixo’, Telefonica 15 will be renamed ‘Vivo 15’, the Speedy broadband service will change to ‘Vivo Speedy’, and Telefonica TV Digital will be rebranded as ‘Vivo TV’. Finally, the operator’s fibre-optic broadband service will be renamed ‘Vivo Speedy Fibra’.
TeleGeography’s GlobalComms Database writes that Madrid-based Telefonica is the majority shareholder in Telefonica Brasil. It embarked on the merger of the firm’s fixed and mobile divisions in 2010, after successfully buying out its partner in cellular operator Vivo, Portugal Telecom. By September last year Telefonica said it was close to realising its goal of merging the units, after more than twelve months of corporate restructuring. The final phase – completed on 3 October – saw the cellular unit formally absorbed into Telefonica’s primary business, Telecomunicacoes de Sao Paulo SA (Telesp).