Deutsche Telekom brand arrives in Romania

Deutsche Telekom's brand for fixed and mobile services arrives in Romania on Sept. 13, as Romtelecom and Cosmote Romania adopt the famous magenta colour and "T" logo of the Germany-based operator.

The move, officially announced in August, will better reflect the two companies' links to the Deutsche Telekom group and flag the arrival of new, converged offerings on the market. The motto "Life is for sharing" is also translated into "Experiente Impreuna".

"Adding Romania to the magenta map is a natural step in the evolution of Deutsche Telekom's footprint in Europe. It is in line with our strategy to offer the best customer experience driven by technology leadership," said Claudia Nemat, board member for Europe and technology at Deutsche Telekom.

The emphasis will be on product integration including multi-screen TV and all-inclusive offers. Deutsche Telekom noted that the two companies are already operationally integrated and will provide a single point of contact for all customers.

It's not yet clear whether Deutsche Telekom will extend its new MagentaEins product name for multi-service bundles to Romania, although "magenta" is clearly being linked to the new branding strategy.

In August, Cosmote Romania and Romtelecom said all products and offerings would gradually be replaced by products under the 'T" brand.

Romtelecom offers services typical of an incumbent operator such as fixed voice and broadband, and Cosmote Romania provides mobile offerings including LTE services. While the two companies have tended to cross-sell each other's services in the past, there has been little in the way of convergent offerings. The move to adopt a united brand looks set to change that, however.

For more:
- see this Deutsche Telekom release

Related Articles:
Romania's Cosmote and Romtelecom unite under 'Telekom' brand
Jibe Mobile powers Deutsche Telekom joyn expansion in Romania and Slovakia
Orange, Vodafone among five to submit bids for Romanian spectrum
OTE purchase makes sense for Deutsche Tel
Deutsche Telekom to pay €2.5bn for OTE stake