Italy’s former monopoly operator Telecom Italia has adopted the TIM brand across its entire fixed and mobile retail business. The firm announced the renaming earlier this year as part of its strategy to converge all its products under a single banner. TIM began life as Telecom Italia Mobile twenty years ago and is now the country’s leading cellular operator by subscribers, with 30.14 million customers and a 34.7% share of the market at the end of March, according to TeleGeography’s GlobalComms Database. The operator has relaunched its www.tim.it website to incorporate the fixed and internet services that were previously offered via Telecom Italia. France Telecom carried out a similar rebranding several years ago when it adopted the converged Orange name across its whole business.