Spanish alternative operator Grupo MASMOVIL is preparing an assault on the Basque region – currently dominated by Euskaltel Group – via its new ‘guuk’ brand. MASMOVIL, which has boosted its mobile subscriber base with a series of MVNO acquisitions in recent years, intends to take the fight to Euskaltel by delivering a proposition that appeals to traditional Basque values. According to local reports, guuk will be independently managed, but will leverage MASMOVIL’s considerable network assets. The brand was reportedly trademarked by MASMOVL’s Xfera Moviles unit in December 2019, and a Guuk.eus domain name has already been established. A provisional launch date has not yet been disclosed.