Cosmote Telekom has kicked off a rebrand that will see the company become known as Telkom Greece.

The move to do so sees the carrier fall in line to match consumer operations run by its parent company’s majority shareholder, Deutsche Telekom.

This means Cosmote has now introduced magenta branding, notably associated with DT’s operations, which also includes T-Mobile in the US.

Deutsche Telekom has a 55 percent stake in OTE Group, the company that owns Cosmote Telekom.

Indeed, the rebranding has been on the cards for some time, as it was announced in March that Cosmote would become known as Telekom in Greece.

“Cosmote was the brand that connected Greece to the digital era. Telekom connects Greece with the future of digital technology and the limitless potential of Artificial Intelligence,” said Kostas Nebis, chairman and CEO of OTE Group, at the time.

The company’s brand was just Cosmote under midway through last year, when the carrier introduced Telekom to its name to become Cosmote Telekom.

Founded in 1996, Cosmote launched commercial operations in Greece in April 1998 and reached one million subscribers a year later. Today, Telekom serves more than seven million mobile customers in Greece.

As for DT, the German telco giant has operations across several European markets with its Telekom branding, including Austria, Croatia, Czech Republic, Hungary, Montenegro, North Macedonia, Poland, and Slovakia. The company also has a stake in Bosnian telco, HT Eronet, via its Croatian subsidiary, Hrvatski Telekom.