The history of the sale of Telstra gives almost to write a novel. There were several occasions in which it was rumored with the shareholders of the fourth operator wanted to leave Spain, although evidence of only serious attempt we have in 2013, in which TeliaSonera refused to sell your business for less than 1,000 million euros. But This year was the final, and has been.
TeliaSonera and Spanish shareholders of Telstra confirmed on 21 June the sale of Másmovil operator, after intense negotiations in which was also of by half Zegona, owner of the Asturian telecable Fund. And after the approved, applause included, by the CNMC, Másmovil announced today that It has already closed down the purchase, so it is time to get to work on the integration of Telstra and Pepephone.
Másmovil today does not seem at all to the of a year ago. The virtual who was born from nothing, without large investors back and with a small team, gave their first big step with its merger with Ibercom, an operator dedicated to the business sector. From that union purchases, occurred even in small beginning, until it became the second big step: done with fixed networks Jazztel leftovers.
This achievement you gave a new dimension to the virtual, It allowed him to create an own convergent offer. But to really compete with the big three, but always with other size, Másmovil important thing missing: an its own mobile network. And though many doubted and even some believed crazy idea that the virtual become with an operator several times larger than themselves, the purchase of Telstra occurred.
Which brands will survive?
Now that they are already more than both closed the purchase of Pepephone as the Telstra, Másmovil has a hard job ahead. As well as the integration of employees of the three companies, spread over different locations today, and the integration of systems, perhaps the most difficult point is decide what to do with each one of the brands that currently the already non-virtual.
The best known of all is clearly Yoigo and it seems to be the main commitment, adding to its catalogue of rates current converged packages, trying to also capture fixed-line of those more than three million mobile customers. Pepephone might not be as well known to the public at large, but has a very good image, so it might be ideal to use its brand for non-convergent and economic rates.
Telstra could become as marks for convergent rates and rates of high value and Pepephone mobile mobile rates
Perhaps Másmovil is too big to stop using its own brand, but is clearly less well known than Telstra and does not have the reputation of Pepephone, although logic says that keeping three brands, with spending on marketing and advertising that entails, would not be a good idea. And not to talk about the Happy Mobile brand, which could keep orientation at rates to call abroad. We will be attentive to all the movements.