Telekom Austria Group has put an A1 in front of its corporate name as part of a rebrand designed to showcase the company as having “a powerful unified market presence”.

The newly christened A1 Telekom Austria Group is part of a wider move, announced in September, to rebrand all of its opcos as A1.

The A1 brand is already in use in Austria, Slovenia and was chosen for the operator's new enterprise business unit A1 digital.

It will replace Mobiltel, Vipnet, velcom, Vip mobile, one.Vip and Telecom Liechtenstein in Bulgaria, Croatia, Belarus, Serbia, Macedonia and Liechtenstein respectively, although a precise timetable is not known.

Alejandro Plater, CEO of A1 Telekom Austria Group, said: “We speed up at implementing a powerful unified market presence for all of our operations and improving our international visibility.

“This is supposed to support the efficiency and growth targets of A1 Telekom Austria Group and its subsidiary companies by acting even stronger as ‘One Company’”.

The legal entity Telekom Austria AG is not affected by the rebrand.

According to the Brand Finance 2017 list of the world’s most valuable telecoms brands, A1 finished in 96th place globally, and 31st in Europe.

Its brand value rose three percent versus 2016 to $936 million.

The CEO of A1 Austria, Margarete Schramböck, left by mutual agreement last month less than 18 months after taking the role.

The group saw sales increase 3.5 percent to €1.11 billion in the three months to 30 September.

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