Telecom combines all its brands: now it’s Personal

Telecom announced that from now on it is renewing its institutional image and integrating all its products and services under the name Personal, as the company’s parent brand, “putting people at the center of every digital experience.”

In any case, it retains the name Telecom Argentina as the corporate name of the company and for its relationships with investors.

The announcement was made this Monday at the Barracas headquarters Gonzalo HitaChief Operating Officer of Personnel (COO, Director of Operations), presented how the company is evolving with an “increasingly personal ecosystem.”

“The telecommunications and digital services market is undergoing a process of accelerated transformation with new players, greater competition and ever higher customer expectations. In this context, at Personal we are working to build an ecosystem of services based on our historical strength and connectivity and evolving to provide simple, integrated and relevant experiences,” said the COO of Personal.

And he added that the company had done so Revenue of $3,731 million in the last 12 months, with investments close to $800 million, with a factory of 19,000 direct employees. “We are investing heavily in fixed-line technology, fiber with FTTH (Fiber To The Home) networks, and fifth-generation (5G) fixed-line and mobile technology,” Hita said. In terms of numbers, 26% of mobile traffic already circulates over its 5G networks and by the end of next year 7.1 million households will be equipped with FTTH.

The company’s various services are: Personal fiber And Mobile staff, for fixed and mobile connectivity; PersonalFlowin pay TV, with its entertainment platform offering live TV, streaming and on-demand content; Personal smart homefor smart homes; Personal shopfor the sale of technological products; Personal Techwith comprehensive services for companies, organizations and governments; And PersonalPay, which already has 2.5 million active customers using it as their main virtual wallet.

Asked about the merger of Telecom and Telefónica de Argentina, Hita stressed that although it is “a fact” that has “already happened,” they are still waiting for approval from national government authorities.

“We have an obligation to keep the companies separate. This new image of the company does not include Telefónica, which is managed separately. Until the government approves the purchase authorization, we cannot migrate customers or intervene. We do not know when the authorities will be able to approve it, but we are confident that it will happen as it will allow us to achieve economies of scale that will increase investments. “If Movistar is approved, it will be staff,” Hita said.

Silvana CataldoDirector of Entertainment and Brand Marketing, emphasized: “In a world increasingly permeated by technology, we believe the difference lies in putting people back at the center. Technology empowers us, but meaning is created by people: personalization is a strategic choice to design experiences that recognize each person as unique.”

The HR manager explained this This year, Flow acquired 85,000 new customersafter putting together promotions that include two OTT (Over The Top, such as Netflix, Disney+, Paramount+ and Prime Video) and the production of its own national content, such as the series Viudas Negras and the broadcast of concerts that take place in Argentina, such as Lollapalooza and Quilmes Rock, among others.

The Personal brand was born in the north of Argentina in early 1995. as a telecommunications mobile operator, the company that won the northern zone when the National Telecommunications Company (ENTel) was privatized in 1990.

In 1999 he added half of Miniphone, with the split of the company that they operated together with Telefónica and that provided mobile telephony in the Buenos Aires metropolitan area. And the following year, the company began providing cell service nationwide when competitors were nationalized.

In October 2021, Telekom has carried out an image renewal similar to the current one, as personnel began to encompass telecommunications fixed-line, mobile and broadband communications; while Flow was used for video and entertainment service; and the Telecommunications brand remained as an umbrella that served as an institutional name and was also intended to serve companies. With these changes, Telecom stopped using the Fibertel, Cablevisión and Fibercorp brands.

Now Telecom Argentina (a company 40% owned by CVH, a company owned by the shareholders of Clarin Group), takes another step in its digital development and consolidates its identity under the Personal brand and integrates all its services and solutions in an ecosystem of services that brings together fixed and mobile connectivity, entertainment, digital finance, surveillance, smart home solutions and business technology.