Telefônica services to be rebranded under Vivo

Monday, March 5, 2012

Brazilian telco Telefônica's residential services will start being offered under the Vivo brand, the local mobile operator also run by Spanish group Telefónica (NYSE: TEF), the former said in its website.

The rebranding of Telefônica's residential services - fixed telephony, internet and pay-TV - is set to start April 15. The move comes on the heels of an announcement by Telefónica's Latin American archrival, America Móvil (NYSE: AMX), that it would place its telco Embratel under the Claro brand.

Once Telefônica makes the change, the company's fixed-telephony services will be renamed "Vivo Fixo," broadband internet "Speedy" will become "Vivo Speedy," HD TV services will be "Vivo TV" and its fiber optic broadband service will be known as "Vivo Speedy Fibra."

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"Ajato" - the broadband product provided by TVA (a pay-TV company acquired by TEF) - will also become "Vivo Speedy," while TVA itself will be rebranded as "Vivo TV."

The rebranding process will even affect Telefônica's public phone booths across São Paulo state, as they will be repainted with the Vivo logo.

According to the company, the brand unification process will not affect customer contracts or fees. The campaign will be limited to marketing and the group's visual imaging in stores, POS and invoices.

In October, Telefônica announced the joint offer of fixed and mobile broadband packages in São Paulo with Vivo.

In that same month, the two firms announced a combined offer of fixed-line telephony and broadband services using a wireless structure for clients in the metropolitan area of Porto Alegre, capital of Rio Grande do Sul state.

Those services were the first fixed products provided by Telefônica under the Vivo brand.