Portugal Telecom has announced that it will be adopting its MEO brand for all its consumer fixed and mobile services, thereby phasing out the Telecomunicacoes Moveis Nacionais (TMN) brand.
The shift is a part of PT’s strategy to promote its quad-play plans, introduced in January 2013, which are already offered under its MEO brand and have 1.5 million subscribers.
As a result of the change PT said MEO, which was the triple-play market leader, now becomes the number one brand in mobile in Portugal with a 46.3 percent share of the market.
“For PT this step marks an historic movement, as the MEO brand becomes the reference communications brand in the Portuguese market, incorporating the innovation and technology strategy of the operator that aims to improve the lives of its customers through the unique ability to integrate converged technologies, equipment and services," PT said in a statement.
According to a recent research report by Portugese Market research firm Marktest, MEO has the strongest customer awareness and the highest recall value across all sectors among the Portuguese population.
Further, PT said it will rebrand its services to business customers as PT Enterprise.
The news is part of PT’s overall aim of reinventing itself. In October, it announced it is to merge with Brazil’s Oi to create the largest telecoms group in the Portuguese-speaking world.
A month earlier, PT launched a state-of-art data centre and said it plans to transform itself into an IT services provider.
The operator, which is struggling financially, saw profits and revenues fall dramatically in the third quarter of 2013.