Telecom Italia will bring its fixed, mobile and broadband services together under the TIM brand as the company begins a process to reposition itself within Italy’s telco market. 

TIM, previously Telecom Italia’s mobile arm, will now become the operator’s only commercial brand as it attempts to simplify its offerings in response to heightened market competition, which has seen revenues at Telecom Italia on a downward spiral in recent months.

Revenues in the operator’s home market were down five percent to €3.8 billion in its most recent financial results, with mobile sales down 5.5 percent.

Price simplification beginning on 1 May will see Telecom Italia introduce flat-rate pricing across its fixed line service, including unlimited calls to both fixed and mobile numbers inside of Italy for €29 per month.

Meanwhile, customers signed up to both the operators’ unlimited ADSL and fixed telephony services will also be upgraded to include unlimited calls to fixed and mobile lines for €44.90 per month. ADSL customers of more than 10 years will be offered an upgrade to fibre at no extra monthly cost.

The announcement came as Telecom Italia revealed it had “smashed” its 2014-2016 annual targets after connecting over 80 percent of Italy’s population to 4G and extending its fibre infrastructure to around 30 percent of the country.

Marco Patuano (pictured), CEO of Telecom Italia, said: “The results achieved have caused Telecom Italia to change its competitive paradigm, moving from a market in which competition between operators was based on the so-called ‘price war’ to a market that is instead characterised by service quality and, even more so, by the full availability of an ultra broadband network to exploit innovative products.

He added: “We are working hard to give the country new generation networks, and will be working even harder in the future.”​

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