Telecom New Zealand has announced that it will begin its rebranding as ‘Spark’ from 8 August. The company first unveiled plans for the renaming earlier this year, saying it is looking to lose its traditional image as the country’s former monopoly fixed line operator and adopt a new brand which better reflects its operations across the landline, mobile, internet and entertainment sectors. The customer-facing unit Telecom Retail will become Spark Home, Mobile & Business, operating under the ‘Spark’ and ‘Spark Business’ brands, while Telecom Wholesale becomes Spark Wholesale, Telecom Connect becomes Spark Connect and the corporate and ICT division Gen-i will be renamed Spark Digital. The names of some other business units and brands will not change: these include Revera (business cloud services); Skinny (mobile); Bigpipe (broadband); Qrious (data analytics); Lightbox (internet TV); and Telecom New Zealand International.
Telecom’s CEO, Simon Moutter, commented in a company release: ‘As a company we’ve moved far beyond the home telephone. Spark better represents what we are today – it is all about mobile data, online entertainment, cloud services, the internet of things, or whatever new technology is around the corner.’ Telecom still dominates New Zealand’s fixed line and internet sectors, and lies in second place in the mobile market behind Vodafone NZ.