Belgium’s incumbent operator has speeded up its rebranding to the Proximus name.

Belgacom SA, the legal name of the public company, will become Proximus SA on 22 June.

The listing on the stock exchange is being amended three days earlier on 19 June.

The operator grouped products and services under the Proximus brand in September last year.

The BICS, Scarlet, Skynet, Tango and Telindius brands have retained their autonomy.

The aim was to simplify its communication with customers, the company said, adding that the response from customers, suppliers, stakeholders, investors and employees since has been “unanimously positive”.

The new name change was voted through at an Extraordinary General Assembly in April, at which the company said it had the support of the Board of Directors and employees.

CEO Dominique Leroy (pictured) was the driving force behind the rebrand.

In an interview with European Communications, Leroy explained why she was so keen on the change: “In terms of brand, marketing and sales, particularly in the residential segment, we didn’t have the right perception in the market,” she said.

You can read the full interview in the Q2 issue of European Communications magazine. Click here to ensure you receive your copy.

The operator reported core underlying revenue growth of 3.3 percent in the first quarter.

[Read more: Belgacom, Mobistar CEOs prepare to take on Telenet following Base sale]

Leroy has said she expects the group as a whole to return to growth next year.

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