Telekom Austria rebrands Bulgarian unit as A1

A1 Telekom Austria Group has rebranded its Bulgarian subsidiary Mtel to A1 Bulgaria.

The move represents the latest step in Telekom Austria’s drive to create a single brand strategy across all the its operations in a progressive manner geared to local circumstances.

Telekom Austria has adopted the A1 brand to build a perception of it as an international provider of convergent services encompassing IT, the Internet of Things, cloud services and content.

The group has already implemented the A1 brand as its corporate brand and as the brand for its service offering in Slovenia.

In addition to creating what it describes as a “forward-looking and reliable” image, Telekom Austria said that the A1 brand helped contribute to the unifying of the company across markets.

“With the rebranding in Bulgaria, we are able to benefit from the distinct value proposition of A1 in one more important market within our footprint. Thus, this rebranding and those that are about to follow will support our goal to further enhance the Group’s engagement in its core region of interest CEE – as one company, with one strategy and one brand that stands for the life in the digital age,” said Alejandro Plater, CEO and chief operating officer at A1 Telekom Austria Group.