Telecom Italia on Tuesday marked the 20th anniversary of its TIM mobile brand by formally adopting it across its retail operations.
The Italian telco is now offering all of its fixed, Internet and mobile servi ces under the TIM brand, and has replaced its http://www.telecomitalia.it Web address with the redesigned http://www.tim.it.
TIM started life as Telecom Italia Mobile two decades ago, but with the changing nature of the industry – the growth in the importance of mobile services and more recent moves towards converged service offerings – it has evolved to become the group’s strongest brand. The company formally announced the name change in February.
Orange, once solely the mobile brand of France Telecom, underwent a similar evolution between 2006 and 2012. However, the French incumbent went a step further and adopted Orange as its legal name two years ago. For now at least, Telecom Italia is retaining its legacy brand as its official name.
"The single TIM name simplifies the brand architecture and the relationship with customers – from services to shops to billing," the telco said.
It added that TIM will take on the challenge of "accompanying Italy to the goal of full digitalisation, through the rollout of ultra-broadband network infrastructure and the spread of new generation services."
