Belgacom has announced its Proximus brand will become the operator’s main commercial brand for all mobile, fixed and IT solutions at the end of this year.
Proximus has been known as the operator’s mobile brand in Belgium, but will now replace the Belgacom name, although the latter will remain the company name.
The news is the first major announcement sanctioned by Dominique Leroy, who was appointed CEO in January.
Belgacom said the move was in response to the increasing convergence of fixed, mobile and IT technologies and both enterprise and retail customers not seeing the difference between them.
In a statement, the operator said it was “a logical step” to group all solutions under one main brand.
However, Belgacom’s other brands such as Scarlet, 1207/1307, BICS, Tango and Telindus International, will continue to exist.
Leroy commented: "Our ambition is to grow. That’s why we want to combine our fixed, mobile and IT solutions even more effectively, with the customer at the centre. With Proximus as our main commercial brand we get that idea across clearly and we also simplify our communication.
"Our customers' needs are changing continuously and ever faster. That applies to consumers and businesses alike. As a leading company in the Belgian telecoms market, we want to anticipate developments and offer our customers a superior and distinctive user experience which seamlessly combines all technologies. Clear and simple communication is also a part of that. By taking the step towards a single commercial brand, Proximus, we are able to do so better than ever.”
Belgacom said it wants to restore growth by 2016; last month, it reported that 2013 revenues fell 2.2 percent to €6.3 billion.
The move follows a similar decision by France Telecom last year to rename itself Orange.