Telecom Italia will now offer its consumer products under the TIM brand as the operator embarks on its strategy to reposition itself in the Italian telco market.

The operator’s fixed, mobile and internet retail products are now being offered under TIM, formerly its mobile arm. Its telecomitalia.it web address has also been replaced with tim.it, which brings together content from the two previous Telecom Italia and TIM websites.

Telecom Italia said the website has been simplified in line with its new strategy and features a section dedicated to TV and entertainment, health and wellbeing, home and family and personal services.

The rebrand, first announced in February this year, is an attempt by Telecom Italia to simplify its offerings and reconnect with customers amid falling revenues for the former Italian incumbent, caused by heightened market competition.

This involves “repositioning the Group's entire offer”, the operator said.

Carlotta Ventura, Brand Strategy and Media Director, said: “We have devised a new brand strategy that aims to be at the centre of change, which is the right place for a brand like ours. We want to change the way we relate to our clients, be they individuals, families, businesses or the public administration.

“We are working to simplify choices for our clients. For this reason we have decided for a single brand. TIM will be the brand of our future.

“We have decided to adopt a bottom-up strategy for a change, a strategy that involves the company as a whole...[This] defines three key values: proximity, quality of service and security. These are the pillars of our repositioning strategy and the promises we make to all our clients.”

Telecom Italia recently shed part of its wireless infrastructure unit, INWIT, and issued new equity bonds to help fund a capex drive in its home market, where it plans to invest €10 billion between now and 2017.

The operator has also teamed up with Sky as part of a joint attempt to drive their respective broadband and pay TV services throughout the country.

Telecom Italia returned to profit for the first time in three years in 2014. However, sales were down 2.6 percent to €5.1 billion in the first three months of this year.

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