Telekom Austria Group (TAG) is rebranding its Slovenian subsidiary as it seeks to hit growth and efficiency targets.

Si.mobil will become A1 on 12 April, when it will launch with new TV, mobile, and fixed line offers.

The company acquired fixed line provider Amis in 2015 and the rebrand will underline its status as a converged operator, TAG said.

Si.mobile saw its brand value rise 12 percent to $81 million last year, according to data from Brand Finance.

In contrast, A1 has a brand value of $936 million after a three percent increase.

Dejan Turk, CEO of the Slovenian opco said: “With the brand A1, we will develop new strengths in the existing market and drive growth, both on the mobile and fixed-line market.”

He added: “The focus is on new digital solutions that we bring to the market.”

Si.mobile becomes the second TAG opco to take the A1 brand after Austria.

TAG also manages the Mobitel, Velcom and vip brands across its footprint.

"Implementing the powerful brand A1 in Slovenia is another illustrative example of our strategic approach to utilise well-proven, successful solutions in more than one market,” said Alejandro Plater, Chief Executive of TAG.

Si.mobile saw revenues fall 12.8 percent last year to €214.1 million, although when a one-off effect is removed sales were down just 0.6 percent.

Plater said he hoped the rebrand would make a contribution to TAG's efficiency and growth targets.

The operator, which saw revenues fall 0.5 percent to €4.2 billion last year, has forecast “modest growth” in revenues this year.

Read more: Telekom Austria makes first investment in startup from its own incubator

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