[REVISION HISTORY]

OTE Group Cosmote to Telekom rebranding

Updated 4 times since CLSTR started tracking revisions of this situation.

What changed

2026-09-08 08:01 UTC → 2026-09-10 12:23 UTC · added ~~removed~~

The OTE Group is executing a comprehensive rebranding of its commercial identity, transitioning from Cosmote to the Telekom brand. This strategic shift is intended to unify digital services—including mobile, fixed telephony, insurance, and payment systems—under a single identity centered on digital technology and artificial intelligence. The move aims to leverage the global strength of Deutsche Telekom, which holds a 55% stake in OTE, with the goal of positioning the company as a leading digital telecommunications provider in Europe by 2030. As part of this transition, various service names are being updated to align with the new brand and its signature Magenta color. Key changes include the rebranding of Cosmote 5G to Telekom 5G, Cosmote Fiber to Telekom Fiber, and Cosmote retail stores to Telekom stores. Additionally, Cosmote TV is evolving into Magenta TV, with its sports channels becoming Magenta TV Sports, while Cosmote Payzy is transitioning to Magenta Pay. OTE Group Chairman and CEO Kostas Nebis stated the move aims to connect Greece to the future of digital technology and AI, potentially providing access to centralized European platforms for cloud computing and cybersecurity to reduce development costs. A key component of the group’s digital strategy involves the integration of AI, including the development of the Magenta AI Assistant in partnership with ElevenLabs. While the rebranding proceeds, the group maintains its existing content exchange agreement with Nova. This partnership allows subscribers to access major sporting events, such as the Champions League, EuroLeague, and Greek football, for an additional monthly fee of approximately 3 euros through the end of the 2026-27 season in the summer of 2027. In September 2026, the company announced organizational changes to support this transition. Giannis Vitzilaios ~~has been~~ was appointed Chief Commercial Officer for the Business Segment, effective October 1, 2026. Reporting to CEO Kostas Nemphis, Vitzilaios will oversee B2B activities, focusing on digital solutions and AI, while temporarily continuing as Chief Information Technology Officer. During a visit to Athens, Telekom Group CEO Tim Höttges met with Greek Prime Minister Kyriakos Mitsotakis to discuss the group’s investment roadmap. Telekom has committed to investing €3 billion in Greece through 2030, with annual investments of approximately €600 million dedicated to expanding 5G and fiber-optic networks.

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