Greece’s OTE this week became the latest telecoms operator to abandon its core brand in favour of its mobile moniker.
The telco announced that it will bring together its fixed, Internet and mobile operations under the Cosmote name and will introduce a "fresh and modern" logo.
OTE said it has started work on the rebranding process and will launch the unified brand in the coming months.
"We have completed our transformation into a modern, competitive business, as well as the functional integration of our fixed and mobile operations," said OTE group CEO Michael Tsamaz.
"The establishment of a unified image for our commercial portfolio is the natural evolution for the OTE group," he added.
The rebranding process also includes the simplification of customer-facing activities and the development of new commercial offers, OTE said.
"We are improving ourselves for our clients, aiming to become their ‘love brand’," Tsamaz said. "This is why we have decided to join the forces of our two brands, OTE and Cosmote, under our new commercial brand; a decision consistent with market trends on European and international level."
OTE is indeed following a growing trend of brand unification.
Telecom Italia adopted its TIM mobile brand for all its operations in July, and earlier this year Belgacom rebranded as Proximus, the name it previously used for its mobile business.
Orange was way ahead of its peers in this area though. Having gradually rolled out what was once solely a mobile brand across its operations, France Telecom adopted Orange as its legal name two years ago.
