Telecom New Zealand took its re-brand a step further on Friday by announcing that later this year it will change its name to 'Spark'.
"Spark better represents what we are today," said CEO Simon Moutter, in a statement. "It is all about digital services, fibre, mobile, data, cloud, entertainment, apps, or whatever new technology is around the corner."
The telco in October unveiled a new-look retail brand that featured its blue spark logo in a variety of different colours.
Friday's re-brand encompasses the whole operation.
The company will change the trading name of the parent to Spark New Zealand from Telecom Corporation of New Zealand. Gen-i, its enterprise arm, will become Spark Digital Solutions, while its innovation unit, Telecom Digital Ventures, will change its name to Spark Ventures.
Moutter said in light of several recent developments at NZ Telecom, namely the launch of its 4G network, the upgrade of its fixed networks with fibre and VDSL technology, and the ongoing deployment of cloud infrastructure, the time is right to change names.
"We're operating at a faster pace than in the past and we have to appeal to a broader range of customers in a competitive market place," he said.
"When we embarked on this journey, we knew that at some point we would likely move beyond the Telecom name, to better reflect what our customers expect from us," he said.
NZ Telecom did not give a precise date for when the changes will become effective.
"Until the name change takes place later this year, the company will continue to trade as Telecom and Gen-i," the operator said.
The announcement was made the same day that NZ Telecom published its financial results for the six months ended 31 December.
Operating revenue declined 3% to NZ$1.85 billion (€1.1 billion), as growing mobile revenue failed to completely offset falling fixed-line revenue. EBITDA from continuing operations fell 5.8% to NZ$452 million, while net profit edged up to NZ$167 million (€101 million) from NZ$163 million; profit growth was limited by ongoing declines at NZ Telecom's legacy business and its strategic decision to focus on market share ahead of short-term financial performance.
"We expect to see