Telecom Italia has announced an ambitious new commercial strategy that will see the operator simplify its price plans by May and rebrand its entire fixed, mobile and internet offer under the TIM commercial brand by 2016. Presenting the rebranding process and simplified pricing strategy to consumer associations, Telecom Italia CEO Marco Patuano said the changes were intended to change the company’s “competitive paradigm”, enabling it to move “from a market in which competition between operators was based on the so-called ‘price war’ to a market that is instead characterised by service quality and, even more so, by the full availability of an ultrabroadband network to exploit innovative products."
The operator will be simplifying its prices from 01 May, offering a flat-rate "Tutto Voce" (All Voice) plan including line rental plus unlimited calls to all fixed and mobile phones in Italy for EUR 29 per month. All consumers who also use an ADSL service as well as their basic telephone line will be able to access the "Tutto" (All) offer, with calls to domestic fixed and mobile phones, unlimited ADSL and line rental for EUR 44.90 per month.
Patuano also announced a special initiative giving those who have been Telecom Italia basic telephone customers for more than ten years access to the company’s flat-rate ADSL service free of charge for one year, while those who already have ADSL can switch to the operator’s fibre-optic service at the same price. The company stressed that customers who don’t want to subscribe to the flat-rate plans can always choose other offers, including the possibility of maintaining a consumption-based voice plan for EUR 19 per month. Finally, Telecom Italia confirmed that all customers’ bills will be issued on a monthly basis starting from July.
Telecom Italia’s CEO added that the company was committed to major investments to accelerate the development of new generation networks in Italy. ”We have exceeded the annual targets set in the 2014-2016 industrial plan by a significant margin,” said Patuano. “Over 3,500 municipalities, equivalent to over 80 percent of the population, now have 4G coverage, while we have reached approximately 30 percent of the national territory with our fibre-optic network, and have launched ultra-broadband services in over 130 towns and cities.”
