Deutsche Telekom extends quad-play strategy to Romania

Deutsche Telekom extended its quad-play strategy to a third European market after Telekom Romania this week officially launched Magenta One plans.

Magenta One, which combines mobile services with fixed voice, broadband and TV offerings, was first launched as MagentaEINS in Germany last September and reached 1 million customers there in May. It is also now available in Slovakia, where Deutsche Telekom recently confirmed it is to acquire the 49 per cent of Slovak Telekom it does not already own for €900 million ($1 billion).

Deutsche Telekom also said Magenta One is to be introduced in five other markets where it offers fixed and mobile services by the end of the year.

In Romania, the quad-play service has apparently been unofficially available for several months and had already garnered 100,000 subscribers by the end of April, reported

The launch of Magenta One by Telekom Romania comes just over eight months after Deutsche Telekom united the former Romtelecom and Cosmote Romania units under the Telekom brand and promised the arrival of new, converged offerings on the market.

The Romanian operator provides a much wider range of price points than its German parent, with Magenta One plans ranging from RON61 (€13.7/$15) to RON143, depending on the services included in the respective plans

In Germany, MagentaEINS is available at €54.90 ($60), €69.85 and €74.85, with discounts available for existing broadband customers. The Magenta One offering in Slovakia appears a little less well developed, with customers diverted to a bricks and mortar shop or a helpline to establish a combination of mobile and fixed plans.

With Magenta One, Deutsche Telekom has adopted a fixed-mobile convergence (FMC) strategy that is now a clear trend on the European telecoms market, and is also behind recent purchases of fixed and cable assets by former mobile-only players such as Vodafone.

The German operator also recently unveiled a campaign to support its strategy to become "the leading telco in Europe". It plans to invest more than €6 billion in the expansion of its European networks by 2018, complete the migration of customer lines to all-IP and offer more cloud-based products across borders.

For more:
- see this article
- see this Deutsche Telekom release on MagentaEINS

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