Vodafone ditches Arcor brand

British mobile network operator Vodafone is giving up the brand of its German fixed line subsidiary Arcor and will market the telephone, internet and IPTV offers distributed on Arcor’s ADSL broadband network under its own name from 2009.

“In the coming year all Arcor shops will probably also operate under the Vodafone brand,” Vodafone Deutschland head Friedrich Joussen told Financial Times Deutschland.

With the renaming of its fixed network subsidiary Vodafone wants to position itself more strongly as a universal provider of telecommunications services. Additionally the move, which has been speculated since September, is expected to provide cost savings, for example with advertising budgets.

With 2.9 million ADSL customers and a market share of 14%, Arcor is Germany’s second-biggest fixed network operator after Deutsche Telekom. Joussen now wants to push ahead in the fixed network sector: “We have here a good foundation, but we are not yet where we want to be.” Fourteen per cent was a “relatively small market share,” he said. “Even with 20% our ambitions would not be fulfilled.”

Meanwhile, newswire service Dow Jones reports that Vodafone has not prepared a bid to take over Germany’s largest cable operator Kabel Deutschland, quoting sources familiar with the situation. German financial newspaper “Handelsblatt” reported earlier that the mobile network company was currently evaluating KDG’s value and a possible financing strategy for the acquisition.