All Marketing articles
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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…
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MarketingBT opts for Uncommon to take brand ‘beyond advertising’
New brand chief Cilesta van Doorn hails Uncommon Creative Studio as the agency of choice to cement the BT logo in “modern Britain”.
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Strategy & ChangeDeutsche Telekom targets German brands with T-Advertising venture
Group sets up new business in Hamburg with mandate to fashion adtech into fresh strategic growth area beyond core telco and IT.
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PeopleVodafoneThree names new head for youth brand VOXI
Tom Hoare appointed to lead one-million-customer VOXI sub-brand, bringing commercial know-how and experience from rival BT.
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Financial & PerformanceBT Consumer returns to multi-brand approach to ‘defend and win’ against altnet incursion
FY24–25: BT CEO Allison Kirkby has found an ally in new Consumer boss Claire Gillies as they work to undo ‘underweight investment’ in BT and Plusnet brands of recent years. U-turn on New EE strategy sees multi-brand approach ‘reactivated’, regional campaigns to beat local altnet competition…
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Financial & PerformanceCommunity Fibre take-up rate hits 25% after strategic shift
Altnet hits 25% full-fibre take-up rate, placing it third only to Openreach and nexfibre/VM O2 among UK fibre majors.
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MarketingOTE dons parent’s T in brand switch-up
With adoption of ‘Cosmote Telekom’ as new commercial marque, outlying NatCo finds compromise with parent Deutsche Telekom that preserves local brand equity while unlocking more efficiencies from being part of DT family.
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Strategy & ChangeGCX revives FLAG brand in digital infra-focused strategic rethink
International data centre and submarine cable operator revives FLAG marque to house infrastructure assets, with plans to invest further in cables across “more geographies” and create new “customer-tailored” propositions…
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MarketingBT brand to retain consumer spot after strategy rethink
BT to keep titular brand running alongside EE in the consumer space, reversing a decision to scrap the BT marque. Move reportedly made to retain “older customers” familiar with legacy branding, as BT faces imminent migration of customers onto newer services…
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M&AT-Mobile snaps up UK marketing tech business to fuel T-Ads push
Un-Carrier announces another bolt-on tech buy for its advertising solutions business in the form of UK provider Blis, as it seeks to build a multi-billion dollar revenue side-business targeting digital marketers.
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MarketingDeutsche Telekom retains title of most valuable telecoms brand
Latest ranking from Brand Finance shows Deutsche Telekom remains the most valuable telecoms brand in the world, while expansive rival e& is the fastest growing.
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M&AT-Mobile bulks up T-Ads with $600m Vistar buy
T-Mobile US doubles down on growing advertising business with acquisition of digital-out-of-home ad tech specialist Vistar Media for $600m.
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InterviewIn depth: Eurotelco adtech Utiq sets course for Americas
Ambitious JV plots further regional Transatlantic expansion following recent Austrian debut, according to CEO Marc Bresseel. Read more on plans to crack North America, reach new platforms, forge new partnerships in adtech, telecoms, raise further funds, and beyond…
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Venturing & InvestmentsEuropean telcos to inject more funds in adtech venture Utiq
Digital advertising joint venture between Deutsche Telekom, Orange, Telefónica, and Vodafone gearing up for financial injection in early-2025, as it begins to take ‘cookieless’ digital advertising mission to new markets…
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Partnerships & AlliancesVodafone’s $14bn brand continues to shrink as Hungary swap-out confirmed
Vodafone’s global brand presence dilutes further as 4iG-owned Vodafone Hungary prepares for name change.
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Partnerships & AlliancesVirgin Media O2 to anonymise mobile geodata for brand owners via Blis’ Audience Explorer
UK operator signs three-year exclusive deal with data platform to give marketers insight into mobile brand engagement, as VM O2 remains keen to expand market for O2 Motion offering…
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Analyst BriefingTelefónicawatch Weekly: Group seeks R&D boost, CEO comfy in GSMA chair, fresh startup investment
Telefónica goes to market with new AI, blockchain, cybersecurity, and quantum computing services. Meanwhile, German telcos lend each other a hand to get Gigabit 5G services on the rails.