OTE Group: The Rebrand and Official Launch of MagentaONE Brings a New Era

The launch of the first unified COSMOTE TELEKOM identity was presented today (May 15, 2025) by the OTE Group at a press conference. Specifically, the new OTE Group service named MagentaONE represents the rebranding of the COSMOTE One program, retaining its benefits while adding more features. For the first time, a world of products and services is being created that connects telecommunication services with non-telecommunication ones: mobile, fixed-line, TV, food delivery, electronic bill payments, and even insurance. The only requirement for activating the new service is for the customer to have at least one mobile connection (contract or prepaid) and one fixed-line or COSMOTE 5G WiFi connection. Why did the OTE Group proceed with a rebrand? ‘The OTE Group understands the changes in the environment and adapts accordingly. The last time we rebranded was about ten years ago. A brand must be refreshed periodically according to market needs,’ stated Mr. Panagiotis Gavriilidis, Chief Commercial Officer Consumer Segment of the OTE Group during the presentation. ‘What has mainly changed in the last decade is the brand universe, the environment in which our brand operates,’ noted Mr. Gavriilidis. More analytically, Mr. Gavriilidis emphasized that ‘there is a global phenomenon not exclusive to COSMOTE but affecting all Telekoms.’ He added that ‘we no longer compete with other Telekoms but with global brands and major players who set high standards for customer experience and innovation, such as Meta (Facebook and Instagram), TikTok, Spotify, Google, Apple, Netflix, and Disney.’ ‘To stay relevant in this environment, we had to change, take on a different aura, and grow,’ clarified the same speaker, highlighting that they possess one of the top global brands worth over €85 billion, primarily due to significant contributions and progress in America. It is worth noting that COSMOTE, a very strong brand in the Greek market and number one in telecommunications for decades, has joined forces with Telekom, the number one global telecommunications brand and among the top 10 brands regardless of industry. ‘Through our new brand, COSMOTE Telekom, we acquire an international image that creates added value for all stakeholders,’ indicated Mr. Gavriilidis, emphasizing that ‘it’s a strategic move aimed at bringing the strength and expertise of Telekom to Greece.’ Regarding the logic behind MagentaONE, it has existed for several years in almost all other countries where the Group operates. ‘We bring everything together into one point, and the customer manages everything through one platform,’ mentioned Mr. Nikos Fereis, Product Marketing Director of the OTE Group, during the presentation. The new product is not just an offer but a permanent model designed for growth. Currently, it is a service for home customers, but there are plans for businesses, with corresponding announcements expected soon.