Panagiotis Gavriilidis, OTE Group’s Chief Commercial Officer for the Consumer Segment, explains the move from COSMOTE to Telekom in an interview. He discusses the strategy behind the decision, competition from global technology groups, the transformative role of artificial intelligence and the opportunities that fully adopting the Telekom brand could bring to customers.
Mr Gavriilidis, COSMOTE TELEKOM is evolving into Telekom. The question is simple: why?
The world around us has changed more than we may realise. A few years ago, our competitors were mainly other domestic telecommunications providers. Today, customers compare the experience we offer with services from Apple, Google, Amazon, Revolut and Starlink. We therefore compete with all those major global players. Expectations have risen. At the same time, AI has become part of everyday life, changing how customers use technology and what they expect from us. Products, services and the very meaning of customer care have changed.
To stay ahead, we had to change and move to another level, leaving behind the limits of a local brand and fully adopting Telekom, a global group associated with technology and innovation that is already advancing in AI. We needed to build on COSMOTE’s success by adding everything Telekom brings. This is not simply a change of logo. Becoming Telekom is a deliberate strategic choice marking the start of a new era.
It must have been difficult to leave behind COSMOTE, an undeniably successful brand.
COSMOTE has indeed been one of Greece’s leading brands for decades. For those of us who built it, changing it was emotionally difficult. I will admit that our internal briefing for employees was moving. That is natural: we grew personally and professionally with COSMOTE, brought it this far and experienced major moments together. Those memories are the foundation for our next chapter. But we firmly believe that moving to Telekom is best, first for our customers and then for the company.
You change while you are at the top in order to remain there. We have seen major companies worldwide disappear because they failed to evolve. We are not changing because COSMOTE failed; quite the opposite. We are building on its legacy and broadening our capabilities. That is what reason tells us and what our long-standing relationship of trust with customers demands. COSMOTE connected Greece with the digital age. Telekom will connect it with digital technology’s future and AI’s possibilities.
And let us not forget that the company remains OTE. Our people, values, expertise, leading networks and commitment to Greek society remain. Combining Telekom’s global strength with our Greek heritage will allow us to offer more to customers, society and the country. We are not changing who we are, but how far we can go.
OTE has been part of the Telekom Group since 2008. Why make this change now?
There are two reasons. First, the time was right. Competition is now global; the market is nothing like it was in 2008. Telekom was then a dynamic company known in Europe. Today, it is the world’s leading telecommunications brand and one of the most valuable brands overall, worth $96.2 billion. T-Mobile US has played a decisive role. Telekom has become a leading technology company with the strength to establish major partnerships with groups such as Netflix and OpenAI. When you have such a powerful asset, you must use it. We will all benefit from that global strength and those partnerships.
Second, Greek consumers needed time to become familiar with the brand and its benefits. That happened gradually. A brand does not change at the press of a button. We began the process two or three years ago, first placing Telekom beside COSMOTE, then introducing Magenta One, Magenta Moments, Magenta A.I. and T-branded devices. Major sponsorship activities also made Telekom and its distinctive magenta colour more recognisable. With that groundwork complete, moving to Telekom was a natural progression.
You introduced the brand with a film starring your own employees. How did the idea arise, and are OTE’s people happy with the change?
Our people have been part of this throughout. The transition itself is an enormous undertaking, perhaps Greece’s largest rebranding exercise. Hundreds of colleagues worked for months, including weekends and late nights, to bring us here. Our enthusiasm was evident at the celebration in the headquarters’ courtyard, where thousands of colleagues from across Greece gathered to mark the new beginning. I also want to thank every colleague publicly and sincerely for the journey. Change is made by people, for people.
We chose employees to announce the brand because they bring it to life every day and make it real. They stand beside customers in shops, call centres, offices and in the field, at every point of contact. They are best placed to convey continuity: we are the same people, now able to offer customers much more. Enthusiasm for the film was considerable. More than 600 colleagues took part in casting because they wanted to represent the new Telekom era.
We did not stop at the film. After introducing Telekom, we moved to giving it a meaningful voice. The campaign has been highly visible on television, streets, at the airport and on the Metro. Our headquarters in Marousi and the OTE Tower in Thessaloniki have turned magenta. Greece itself could be said to be turning magenta, and we are only at the beginning.
What should customers expect from the new Telekom era? How will its strength translate into benefits for them?
The Telekom brand brings the capabilities of a global telecommunications group associated with technology and innovation. That enables us to offer more advanced products and services to consumers and businesses.
We are moving closer to AI’s possibilities through group partnerships with OpenAI, Perplexity and ElevenLabs, and through innovative solutions that can reach Greece sooner. One example is Magenta AI Assistant, expected to launch in Greece at the end of 2026. It uses AI over the mobile network without apps or special equipment and offers features including live translation during calls. Greece is expected to be the first country within Telekom’s footprint to receive this glimpse of the future of calling.
A new era is also beginning in the digital tools we can offer businesses, strengthening our role as a partner of choice for the public and private sectors.
All of this creates added value for customers and further distinguishes us from our competitors.
Beyond its scale and figures, what is the Telekom brand’s philosophy?
Telekom’s philosophy rests on “Digital Optimism”: the belief that technology acquires real value when it brings people closer and creates more possibilities for everyone. That explains both the brand’s positioning and the focus of its actions and decisions. “Connecting your world” is more than a slogan. It is our promise to connect everyone with what matters to them through networks, technology and AI, making everyday life simpler and opening opportunities for the country, society and business.
