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This article was published on 14 January 2016 at 06:35.
rome
Telecom will remain in the list on the Milan Stock company and as a brand to highlight that everything stems from there, from that story that has its roots in the 20s of the last century, those of “Hydroelectric Company of Piedmont.” But the trademark will be only one Tim, with a logo “catch-all” renewed and presented yesterday in Rome, along with the confirmation of a plan that will arrive in February with increasing investments, and the announcement of a real estate transaction in which the valley now in Rome will have a new headquarters (see other article on this page).
“Telecom wants to return to be perceived for what it is: the home of the technology, the construction of the future. If you think we think innovation to California and we want to be the California of the collective. Besides investing in innovation some 3.5 billion per year, “began the stage the company chairman, Giuseppe Recchi.
In this context, the new brand is a key step. It is no coincidence that Deutsche Telekom (which brought together multiple brands), France Telecom (which later became Orange) and Telefónica (which has enhanced the mobile brand Movistar) have already moved on rebranding. Yesterday – with a press conference which was attended also the spokesperson of the campaign Fabio Fazio, Pif and Sir Tim Berners-Lee (inventor of the Web) and an event at Palalottomatica, demonstrating the importance given to this – was the Once the former Italian monopoly, with a choice that means “a change of vision” and “a fresh start in a big way,” he stated to the Telecom, Marco Patuano. The whole “without opposition: Telecom is our strength. And it remains as a brand company. Tim freshness. ”
Of course, the choice fell on Tim creates a break between a before and an after, between a story that refers to the infrastructure as core assets and fixed telephony as predominant and a future in which the focus will move on services and mobile communications. In Italy Telecom is a leader in mobile with a market share of 32.3% (source AGCOM). Thirty million lines with 12 million customers in the fixed. It’s true: you are discussing very fiber and return to the centrality of another type of offer fixed. But there is no doubt that the game will be played on the telco synergy between fixed and mobile as video content (especially the latter, not insignificant for a Telecom who is now in the media giant Vivendi shareholder).
No detail on costs: “In aggregate we spend each year on advertising and sponsorships 250 million,” replied Patuano. Exhausted with some batture arguments Brazil (“There’s nothing on my desk, the rest is just speculation,” said the CEO on rumors of integration between Oi and TIM Brasil) and France (“On Orange there absolutely nothing, I am struck by speculations that seemingly come from them, “he said instead Recchi), the top management of Telecom have instead shifted the attention to the new investment plan which will arrive in February. “Our plan now provides for a coverage of 75% of the population with fiber network and 95% with the mobile LTE. Well, given what we did there appear exceeded targets and then put in the investment field for a bit ‘more than expected, “he explained Patuano confirming his judgment generally positive about the choice of the government for the construction of a public network fiber remote areas as well: “It seems very synergistic. We do not pretend to be the only producers in areas where there is no market. But fiber is then turned on. “
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