Portugal Telecom (PT) has announced that its mobile subsidiary Telecomunicacoes Moveis Nacionais (TMN) is being rebranded as ‘Meo’, in line with the company’s fixed line operations. The switch to Meo is expected to drive the growth of converged services, with PT noting that Meo has stronger brand recognition within the Portuguese telecoms sector, hence the decision.
Meanwhile, domestic rival Zon Optimus is also poised to adopt a new name and branding strategy within the coming months. Business daily Diario Economico reports that UK-based agency Wolff Olins has been selected to lead the rebranding, following a tender in December 2013. The new name will be unveiled on 27 February alongside the company’s annual results, while the full rebranding process is expected to be concluded in the second half of 2014.