Release of 22.05.2018
- Brand of the Bulgarian subsidiary Mobiltel, Mtel, evolved to A1 Bulgaria
- A1 Telekom Austria Group continues the execution of its one brand strategy
- Next step of the implementation of the A1 brand in all the Group’s operations depending on local circumstances
- Strong, unified brand identity supports market positioning as well as efficiency and growth targets
The A1 Telekom Austria Group’s Bulgarian subsidiary was rebranded to A1 Bulgaria as of May 22, 2018. This represents a further step in the consistent pursuit of the Group’s one brand strategy following the announcement (“ad hoc” on September 20, 2017) that the A1 brand will be rolled out across all the Group’s operations in a gradual manner geared to local circumstances.
In doing so, the Group continues to utilize the strong brand identity of A1 to foster its perception as a powerful international company that evolves from a convergence provider to offering advanced IT, IoT (“Internet of Things”), cloud and content solutions. Prior to the rebranding in Bulgaria, A1 was already implemented in the Slovene market, at A1 Digital and as international corporate brand A1 Telekom Austria Group. A1 is perceived as particularly forward-looking and reliable. It stands for flexible services and user experience excellence in all interactions by providing innovative offerings that meet the current and emerging needs of the customers. As a driver and enabler of digitalization, A1 aspires to deliver a holistic customer experience by connecting people, places and things with solutions that enrich the experience of work, life and play in the digital age.
A powerful unified market presence for all the Group’s operations and improved international visibility are intended to support the efficiency and growth targets of the A1 Telekom Austria Group and its subsidiary companies by enabling them to act even more strongly as ‘One Company”. Thus, the A1 Telekom Austria Group’s one brand strategy is also an example of how the Group aims at facilitating synergy effects and best possible group-wide leverage of existing assets and capabilities while exploring the emerging potential and opportunities of digitalization.
Alejandro Plater, CEO and COO of the A1 Telekom Austria Group, on the latest developments in connection with the group-wide roll-out of A1: “With the rebranding in Bulgaria, we are able to benefit from the distinct value proposition of A1 in one more important market within our footprint. Thus, this rebranding and those that are about to follow will support our goal to further enhance the Group’s engagement in its core region of interest CEE – as one company, with one strategy and one brand that stands for the life in the digital age.”