Telecom Italia – The impact of TIM rebranding on Digital Touchpoints
By 2016 TIM will be the main commercial brand of Telecom Italia Group, a shift that will allow the reunification of the manifold spirits of Telecom Italia under a single brand. This decision has been taken according to an emerging trend in the last years: the progressive yet real convergence between landline and mobile allowed by the Internet, new devices, technology and digital platforms. What is, then, the impact of the application of such a strategy on digital touchpoints? How to plan and how to apply it? What kind of monitoring does it require? What are the enabling technologies and infrastructures?