Belgian fixed line incumbent Belgacom has announced that it will rebrand all of its services under the Proximus banner, previously reserved for its mobile offerings, as part of company plans to restore growth by 2016. Belgacom CEO Dominique Leroy confirmed the decision, saying that the change will be implemented at the end of this year, with the company claiming that by making Proximus the main commercial brand it would ‘combine the best of two worlds: the service and reliability of Belgacom and the quality and innovation of Proximus’. ‘Our ambition is to grow. That’s why we want to combine our fixed, mobile and IT solutions even more effectively, with the customer at the centre. With Proximus as our main commercial brand we get that idea across clearly and we also simplify our communication,’ Mr Leroy was cited as saying.