Portugal Telecom to Rebrand its Mobile Services As Meo
Published on: 27th Jan 2014
Portugal Telecom has announced that its mobile network subsidiary TMN is bring rebranded as Meo.
The Meo brand has been marketed to consumers as a triple-play service and already has 1.5 million customers, and Portugal Telecom said that the growth of convergence services meant it was time to drop the mobile-only branded service.
The company said that the Meo brand has a stronger consumer recognition that its mobile brand, hence the decision.
Portugal Telecom will continue to have available the largest store network in the country and the same customer care number (1696), as well as an updated website.
Also following a rationale of convergence in the enterprise sector, Portugal Telecom said that it will address the market under the brand PT Enterprises, which aggregates the services hitherto provided by PT and PT Prime Business.
A multimedia media and communication campaign to be present in TV, radio, press, outdoor advertising, internet and social networking, will underpin this brand unification movement. In this campaign, the comedian group "Gato Fedorento" will lead the communication of the converged MEO, assuming those unique characters that TMN introduced in the advertising market. This way, they will refresh the strategic milestones in the history of mobile communications in Portugal, such as launching the first GSM call in the country and the introduction of MIMO, the first prepaid card in the world.