America Movil (AM) has initiated a rebranding exercise in Brazil, which will see ISP unit NET Servicos folded into its mobile business, Claro Brasil. In the Q&A section on its website, the telco notes: ‘The Claro brand, which was created in Brazil and exported to several Latin American countries, now concentrates its investments and its market performance, becoming even bigger and stronger …. The goal is to make Claro even more complete with a portfolio of converged mobile and residential services.’
According to TeleGeography’s GlobalComms Database, in April 2013 AM revealed plans to merge its mobile (Claro Brasil), broadband (NET Servicos) and fixed (Embratel) operations in Brazil, in a bid to reduce overall operational costs. In July 2014 the National Telecommunications Agency (Agencia Nacional de Telecomunicacoes, Anatel) approved the three-way merger on the condition that Claro register as a publicly held company with the Securities and Exchange Commission (CVM). Claro went on to absorb the two fixed line businesses in December 2014, although the disparate brands continued to coexist.