One2One is to be rebranded T-Mobile by the end of 2002, after parent company Deutsche Telekom announced it is to badge all of its mobile phone networks with a single identity.
‘It’s too early to talk about the appointment of a design agency regarding the rebranding of One2One in the UK,’ says a One2One spokesman.
Deutsche Telekom bought One2One for over £8bn in 1999, but the brand has fallen behind UK rivals Cellnet, Vodafone and Orange. ‘The market increasingly demands global products and we can no longer be perceived solely as a UK mobile company,’ says a One2One spokeswoman.
As well as One2One in the UK, max.mobil in Austria and VoiceStream in the US will be consolidated under the T-Mobile brand.