Published on the 20/02/2014 | Written by Newsdesk
The changing landscape of telecommunications in New Zealand is forcing one of our largest firms to re-invent itself with a rebrand and the launch of an internet-delivered TV and movie service…
Telecom today announced that it intends to change its name later this year to Spark. The rebrand is the next in a series of changes the company has made during the past year including launching its 4G mobile data network; public wi-fi hotspots in old phone booths; Ultra Fibre services; and committing a further $149 million to become the biggest player in the newly available 700 MHz band radio spectrum.
The change was announced as part of Telecom’s half-year results in which the company gained 200,000 mobile customers in the past 12 months and also announced a new internet-delivered TV and movie service called ShowmeTV.
Telecom Chief Executive Simon Moutter said the rebrand is intended to reflect the changing focus of the company and the name ‘Spark’ better reflects the company’s diversification.
“As a company we’ve moved far beyond the home telephone. Spark better represents what we are today – it is all about digital services, fibre, mobile, data, cloud, entertainment, apps, or whatever new technology is around the corner.
“When we embarked on this journey, we knew that at some point we would likely move beyond the Telecom name – to something that better reflects what our customers expect from us. Last year we gave our mass-market brand a colour and style refresh to reflect the changes we had already made as a business – and customers have responded positively. We’ve now decided to take the next step”
He said the inspiration for the new name came in part from Telecom’s logo, which is generally referred to (within Telecom at least) as the ‘spark’, which will remain the face of the brand.
He says ‘spark’ symbolises the essence of Telecom as a confident, forward-looking technology company that helps people to prosper in the digital age. “Spark is a word that has life and energy, and links to the creativity of New Zealanders, the modern tech economy and our desire to enable our customers to thrive,” said Moutter.
The upcoming launch of ShowmeTV will also add to the growing choices that New Zealanders have about how to get their home entertainment.
“We think represents the future of how people will access content. It’s a great example of how this company is changing by delivering the sorts of new services our customers want,” said Moutter.
Spark Digital Solutions will be the new name for Gen-i.
Spark Ventures will be the new name for Telecom Digital Ventures. Spark New Zealand Limited is intended to be the new name for the parent company, Telecom Corporation of New Zealand Limited. Until the name change takes place later this year, the company will continue to trade as Telecom and Gen-i.
