Sister operators RomTelecom and Cosmote Romania, both majority owned by Greek group OTE, itself 40%-owned and controlled by German giant Deutsche Telekom, have confirmed that they will change their respective legal names to Telekom Romania Communications SA (replacing Romtelecom SA) and Telekom Romania Mobile Communications SA (replacing Cosmote Romanian Mobile Telecommunications SA), and will both begin to operate under the converged fixed and mobile brand Telekom Romania by the middle of September. As reported by Romania’s Business Review, in order to implement the rebranding, over 2,000 people are currently working on 100 marketing, IT, human resources and sales projects, while 43 corporate stores will be entirely renovated by the end of the year to reflect the new identity. ‘Out of these, seven concept stores will offer clients an interactive, high-tech experience, according to Deutsche Telekom standards,’ while the two operators will also have a single call centre, a single corporate website and a single online customer-facing presence, a joint press release disclosed.
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