Argentine telecommunications company Telecom took a surprising turn in its brand marketing strategy.
Since this week, Cablevisión, used until now for the Pay TV service, and Fibertel, which identified the fixed Internet service, are part of the story.
That’s right, as confirmed by the company, part of the Clarín Group, Cablevisión became Flow, the name of the streaming TV platform that was launched in 2016, while Fibertel has become Personal, the mobile phone brand of the firm.
In parallel, it is also part of the brand kill Fibercorp, the trademark that had the B2B service.
From October 2021, Personal will operate residential fixed and mobile Internet and fixed and mobile telephony services, while Flow will be the brand for audiovisual services.
Although the company also operates in Uruguay, for now, the Cablevisión brand will remain on.
According to a Telecom statement, it seeks to simplify communication and give “more life and more strength to individual brands.”
Likewise, one of the biggest novelties was indicated: Flow will be able to be sold only under the name Flow Flex, separated from the network, without the broadband service, as up to now.
In parallel, the holding’s marketing strategy is for Flow to deepen its proposal, especially in the face of the advance of OTT, as streaming platforms such as Netflix, HBO, Paramount + and Star + are called, publishes The voice. They will also launch a radio, a music channel and radios, all under the same brand umbrella.
In 2017, Cablevisión and Telecom released a statement in which they made public a version that had been circulating for months: they began the path to merge and become, not only a new telecommunications giant in Argentina, but the first operator quadruple play in the country.