Astral Telecom started out as a cable TV operator ten years ago. It then became an ISP, as well, and is to turn into an integrated communications operator, which includes local telephony for the corporate sector. This trend has made the group engage in a rebranding campaign in which it will invest approximately two million dollars over the next two years.
The investment is mainly directed to the rebranding of its headquarters and offices in 100 localities and to supporting a new image of Astral's products and services. The consulting for this campaign is provided by Bradient, which has already created Astral's corporate identity.
The new slogan of the company, "Astral. Created to evolve" is supported by a logo depicting the open infinity symbol.
Astral Telecom has recently announced it will launch an integrated service (fixed telephony, Internet and cable TV) bundle in early December, which will also include mobile telephony services following the conclusion of a partnership. The operator has set aside about $30 million for the telephony, Internet and cable TV service bundle.
The main clients targeted by the company are the small and medium-sized enterprises and business clients in general. Astral estimates to have 10,000 such clients in the first quarter next year. The company's VoIP telephony services are now used by approximately 100 clients in four cities across the country for free as part of a precommercial phase.
The company provides cable TV services to more than 650,000 households in over 100 localities. Astral Telecom also provides data transmission and Internet services by fibre optics, coaxial cable, radio, switched and leased telephone lines.
Astral Telecom logged $36.5 million turnover in 2002 and estimates to make some $40-$45 million. One of the main shareholders of Astral Telecom is AIG New Europe Fund, which holds 25% in it following a direct $20 million inflow in March 2000. The other shareholders are both individuals and legal entities. victor@zf.ro
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