Wireless operator T-Mobile Austria and cableco UPC Austria have formally merged into a new full-service provider of mobile and fixed network services known as Magenta Telekom. The Deutsche Telekom (DT) subsidiary will market its services under the Magenta retail brand, while retaining the T logo as its corporate brand. ‘In Austria, as compared to our other markets, Magenta will figure even more prominently in our communication,’ commented Hans-Christian Schwingen, DT’s Chief Brand Officer, adding: ‘We want to establish a distinctive retail brand. From a strategic standpoint, this is a logical next step for us.’ The company plans to begin phasing in its new brand communication immediately.
As previously reported by CommsUpdate, in December 2017 UK-based Liberty Global agreed to sell UPC Austria to T-Mobile Austria for an enterprise value of EUR1.9 billion (USD2.1 billion). The deal received EC approval in July last year and was completed at the end of that month.