T-Mobile Austria and UPC Austria create new brand that signals new beginning

T-Mobile Austria and UPC Austria create new brand that signals new beginning

(PRESS RELEASE) BONN, 7-May-2019 — /EuropaWire/ — T-Mobile Austria and UPC Austria join forces to provide Austria with new full-service provider of mobile and fixed-network services. With the creation of Magenta Telekom, T-Mobile Austria will market its services under the Magenta retail brand, while retaining the T logo as its corporate brand. All services will be provided on the basis of a top-quality network infrastructure.

“In Austria, as compared to our other markets, Magenta will figure even more prominently in our communication. We want to establish a distinctive retail brand. From a strategic standpoint, this is a logical next step for us. With its bundled offering of mobile and fixed-network services, Magenta Telekom is following the strategy of its parent company,” explained Hans-Christian Schwingen, Deutsche Telekom Chief Brand Officer.

The logo will combine the word Magenta with a superscript T within a circle, thus highlighting the new company as part of the Deutsche Telekom family. Schwingen adds, “The logo tells customers that the Magenta products and services they are buying come from the T brand. Thus we offer a kind of seal of certified origin and quality.”

The new brand will highlight Magenta

Magenta will also play an important role in the company’s visual communication. White typefaces laid out over magenta-colored background areas will be used for offers for private consumers. While the heading Magenta Business will be carried to communicate to business customers. Offers for those customers will feature white backgrounds and magenta typefaces.

Starting with today’s launch the company plans to roll out its new brand communication right away. Magenta Telekom GmbH is the official name of the new company. In the future, that name will replace the name T-Mobile Austria GmbH. Magenta is exclusively protected, just like all other Deutsche Telekom brand elements.


In 2018 T-Mobile Austria and UPC Austria merged into one company, creating a strong full-service provider. In keeping with Deutsche Telekom’s strategic orientation, which calls for all of its European national companies to offer convergence products, Magenta Telekom offers both mobile and fixed-network services. “Leading European Telco”: that’s Deutsche Telekom’s aspiration.

Media contacts:

René Bresgen
Spokesperson, Corporate Blogger

SOURCE: Deutsche Telekom AG



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