Belgacom has today launched its new brand strategy as it attempts to simplify how it presents itself to both retail and enterprise customers. 

First announced in March, the Belgian incumbent is grouping the majority of its services as Proximus – the existing name of its mobile brand in its home market.

The operator said offering solutions under a single main commercial brand would simplify its communication with customers.

The BICS, Scarlet, Skynet, Tango and Telindius brands will retain their autonomy. 

CEO Dominique Leroy commented: "This change is a fundamental part of our growth strategy in which, more than ever, we are putting our customers at the centre of everything we do. 

"A lot of effort has already been made in the past year to deliver on new promises to our customers. Our customer service can be reached more easily, customer satisfaction is increasing and the number of complaints has fallen significantly.” 

By way of example, Belgacom said it is launching a new customer service app "My Proximus" as well as new services and products such as the "Same Day Repair" offer for business customers. 

Netflix, which started offering its service in Belgium on 19 September, will be added to the Proximus TV service by the end of the year. 

Leroy added: “The launch of the new Proximus is not the end point, but rather the beginning of a real transformation.  And it is our customers who will reap the fruits of this all along." 

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