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Telefónica Deutschland Ditching Base and E-Plus Brands

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Germany's Telef nica Deutschland has announced that it will be phasing out the Base and E Plus brandnames it acquired in favour of its own O2 brandname.

Telefónica Deutschland bought KPN's local subsidiaries in 2013.

The company said that after the conversion to O2 all customers of both brands will retain the same services at the same price as within their former BASE and E-Plus tariffs.

Markus Haas, Chief Operating Officer (COO) of Telefónica Deutschland Holding AG: "O2 is our strong premium brand, which offers our customers the best experience in products and services - both in the O2 shops as well as online. Since our tariff and service structure is quite similar to the ones of BASE and E-Plus, we decided to significantly simplify our brand world as well as the respective technical platforms. For customers of BASE and E-Plus solely the brand name and the label of their tariffs will change. All other contract based services and terms will remain unchanged."

In addition, Base and E-Plus customers will in the future gain access to O2's LTE network. The joint use of the network is planned to start by mid-year.

The conversion to O2 will be implemented gradually and is scheduled to be completed during the course of 2016. All customers will be informed about the respective details in due time beforehand. In the course of the conversion the previous services of BASE and E-Plus will be discontinued.

Telefónica prospectively plans to continue using the BASE brand online. A fundamental repositioning as a sole online brand is planned for a later time. Other brands are currently not affected by any changes.

The company added that the brand consolidation will also contribute to a significant simplification of structures, technical platforms and processes at Telefónica Deutschland -- for which, read cost savings.

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Tags: o2  telefonica deutschland  Germany