Telefónica to rebrand operations next year

Spanish telecoms giant Telefónica will undergo a major rebranding operation next spring, according to reports in local press, with its operations in Spain and Latin America to be unified under the brand 'Movistar', while the rest of its European operations will be unified under the 'O2' brand.

As a result of the move, its Spanish IPTV service will change names from the current 'Imagenio' to 'Movistar TV'. The rebranding exercise is expected to be completed in 2011, according to reports in Spanish news website Expansión.

The telco reached 609,534 subscribers for Imagenio by the end of June, adding 4,715 customers in the previous three months and giving a market share of the Spanish pay-TV market of over 14%.