Magyar Telekom To Renew Brand Structure, Introduce T-Home Brand

Simultaneously with the introduction of T-Home, Magyar Telekom's “T" brand and the residential and business mobile services T-Mobile brand will also be renewed.

“The objective of today's decision is to introduce for Magyar Telekom a simpler brand structure that helps customers clearly identify the company and its services, thereby strengthening its market leader position. With the transformation of the brand structure, implemented at Deutsche Telekom in May 2007, a renewed Magyar Telekom will be better able to leverage its competitive advantage of having a uniquely broad range of services in Hungary's telecommunications market," the company said in a statement.

As a result of rebranding Magyar Telekom's customers will be able to use, under a single T-Home brand, all home-based fixed-line communication and entertainment services, which are currently branded T-Com, T-Online and T-Kábel.

As part of the repositioning, the corporate “T" brand and the T-Mobile brand covering residential and business mobile services will also be refreshed, while the full scope of business communications solutions will continue to be offered to corporate customers under the T-Systems brand.

Magyar Telekom is currently finalizing the details for the introduction of the T-Home brand and withdrawal of the terminated brands and will provide further information in due course.

“The rebranding will not impact Magyar Telekom's revenue and EBITDA guidance announced for 2008 and will not result in any loss of value connected with the brands. At the same time, the change is expected to have a positive impact on Magyar Telekom's operating results, as the new image connected with the new brand structure will strengthen the company's competitive position in Hungary's fixed-line market, and new attractive offers will contribute to achieving its strategic growth targets," the company added."

Source: Portfolio Online Financial Journal