All Marketing articles
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Products & ServicesEurope 5G SA go-to-market strategies: OTE differentiating with Priority Pass slicing
Analysis: with 5G standalone networks expanding, European operators face a strategic crossroads: bundle as standard or charge a premium? Explore how Greece’s OTE is leveraging slicing to offer guaranteed consumer bandwidth and also FWA success, plus how its strategy compares nationally and across the continent (top-five markets analysed)…
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Partnerships & AlliancesDT, Orange, VM O2, Vodafone join new European advertising venture
The European Media Marketplace is established with the ambitious aim of providing a counterweight to dominant US tech giants in the digital advertising space.
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PeoplewatchFrance Peoplewatch: MásOrange CEO brought into ExCo fold; Utiq selects new chief
Latest senior and strategic people moves in the French telecoms and digital infra sectors, including a new CEO at telco adtech venture Utiq, MásOrange chief Meinrad Spenger joining the Orange Group Executive Committee, and Iliad CEO Thomas Reynaud retaining a seat on the Tele2 board.
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PeoplewatchTelco adtech venture Utiq crowns new CEO
Will Harmer to take over adtech venture between Deutsche Telekom, Orange, Telefónica, and Vodafone, tasked with driving further multi-platform adoption of ‘cookie-less’ advertising consent platform and forming fresh telecoms partnerships …
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Consumer (B2C)BT shifts ‘from build to brand’ as it leans back into heritage
CEO Allison Kirkby has ‘relaunched’ the consumer BT marque three years after it was sidelined, with a return to mobile and a renewed focus on the operator’s ‘most loyal’ customer base.
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M&AVodafone bulks up with £4.3bn UK buyout
Group says ‘time is right’ to move on VodafoneThree less than a year after combining, buying out CK Hutchison and bulking up in its home market. Management cites progress on synergies, but jury’s out on ‘success’ of merged operator eleven months in…
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Analyst BriefingBTwatch: the return of budget mobile?
Analyst Briefing: reports emerge that BT is preparing a consumer reversal, re-entering the no-frills mobile space and re-energising the BT brand. Elsewhere, Business CTO Colin Bannon makes a rare plea for more regulation; and Ofcom opens a compliance investigation…
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Products & ServicesSafaricom’s super app social media nightmare serves as cautionary tale
Kenyan operator’s rollout of its converged My OneApp has triggered a reputational crisis through app failures, forced migration, and delayed response.
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Partnerships & AlliancesO2 targets drivers with ADAC marketing tie-up
Operator ties with major German automobile association to develop fresh offerings and discounts for its 20 million-plus members. Partnership advances O2’s strategy of developing “tailor-made” tariffs for specific groups, as it aims to increase fixed and mobile penetration and improve loyalty…
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MarketingDeutsche Telekom’s ‘T’ remains telco top dog
Estimated worth of Deutsche Telekom’s T logo rises to nearly $100bn in latest Brand Finance report, as group continues to ride wave of growth stateside.
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Financial & PerformanceVodafone doubles Partner Markets revenue as M&A and restructuring make an impact
Strategic telco alliances secure 120% revenue growth in a year, while brand licensing falls sharply to reflect evolving Vodafone footprint.
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M&AMásOrange to drop Lyca Mobile from M&A brand hodgepodge
Yet another MásOrange brand bites the dust as the operator continues to simplify its commercial portfolio.
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MarketingDT to bring ‘T-Satellite’ brand to Europe
German group applies to register T-Satellite brand, already used for direct-to-device services in the USA, as a trademark in Europe.
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PeoplewatchDT names new boss of €1bn side-business Congstar
Head of Commercial Management Daniel Mirovsky credited with helping drive recent expansion of business, and handed CEO job recently vacated by Axel Orbach.
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Financial & PerformanceBT says Consumer ‘holding up’, despite ARPU slide — rejects MVNO B-brand
Q2/H1 FY25–26: UK incumbent ready to “compete and defend” against budget-focused rivals, doubling-down on unchanging multi-brand and convergence retail strategies. But lag in system means premium-first efforts are yet to be reflected in poor financials…
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PeoplewatchBT Peoplewatch: brand strategy remains in the spotlight, former CEOs line up boardroom gigs
20+ senior and strategic changes across BT in November’s edition, including another notable appointment in the Group’s effort to revitalise its stable of brands; rumours that former CEO Philip Jansen is set for another high-flying boardroom role; network and security leadership changes; and more at TNT Sports, EE, and BT Business…
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Consumer (B2C)BT weighs budget mobile flip-flop as MVNO competition hots up — report
Rumours resurface of a B-brand mobile revival, just 18 months after BT pulled Plusnet out of the segment. While CEO Allison Kirkby’s return to multi-brand in consumer may well require a targeted discount marque to match rivals, also-mooted MVNO acquisition would be more surprising…
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Products & ServicesTelefónica plugs AI into new enterprise messaging service
Telefónica’s enterprise unit launches RCS-based messaging service, giving businesses AI tools to automate and personalise communications with customers…
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Analyst BriefingTelefónicawatch Analyst Briefing: Group vs Gloop as strategy unveil nears
With less than a month to go before Telefónica’s big strategy reveal, the Group continues to appear set for a battle to push through the new agenda, whether with unions and government on cost-cutting plans in Spain, or European decision-makers on consolidation. Exec Chair Marc Murtra has been in Brazil, meanwhile, to raise support for the new plan. Read more…
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Partnerships & AlliancesDT takes Bayern Munich sponsorship to extra time
Operator pre-emptively extends (and expands) run until 2032, with additional rights and future technology collaborations among the new signings…