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Rumors Suggest Base May Also Disappear After E-Plus

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The German mobile market in 2015 is shifting fast. First came the E-Plus and o2 merger under Telefónica. Now, according to a report in manager magazin, the Base brand may also be heading for the exit. If true, it marks another chapter in Telefónica’s strategy of slimming down its brand portfolio and sharpening its focus.

For longtime customers, this feels like the end of an era. For Telefónica, it’s simply the next step toward efficiency and clarity.

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Why Brand Consolidation Matters

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E-Plus has already stopped launching new products, a quiet signal that the brand was living on borrowed time. Now Base may follow. Instead of juggling multiple overlapping names, Telefónica wants to streamline around fewer, stronger brands—most likely o2 as the flagship.

The thinking makes sense from a business standpoint. Multiple brands mean multiple campaigns, customer portals, and service centers. For users, that can be confusing. For Telefónica, it adds cost and complexity. Consolidating clears the clutter.

But branding is not just spreadsheets and logos—it’s emotional. Many customers identify strongly with Base. For them, the thought of losing that identity might sting.

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What Base Customers Can Expect

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If you’re holding a Base contract right now, don’t worry—your service doesn’t suddenly vanish. Typically, brand retirements work quietly in the background:

• Your monthly bill may change its label from Base to o2.
• Websites and apps may redirect you to new portals.
• You may see migration offers—discounts or upgraded plans designed to make the transition feel like a win.

From the customer’s perspective, it’s usually seamless. Your SIM card keeps working, your plan continues. The difference is mostly cosmetic, though it’s worth keeping an eye on any new offers to make sure you’re not missing out.

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Why Now?

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Telefónica’s acquisition of E-Plus gave it the scale to compete with Telekom and Vodafone. But scale comes with baggage: a tangle of brands aimed at similar audiences. In today’s hyper-competitive market, clarity matters. Customers want simple, transparent choices.

By focusing on o2 and perhaps a minimal set of sub-brands, Telefónica can:

• Present a simpler face to the market.
• Cut overhead and reinvest in the network.
• Reduce customer confusion.

It’s a tough balancing act: efficiency on one side, nostalgia on the other.

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The Bigger Picture

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Base is not alone. Simyo and other niche names may eventually meet the same fate. Across Europe, we’ve seen the same playbook: consolidate acquisitions under one or two strong brands. Germany in 2015 is following the same script.

The result? A market with fewer logos, but stronger players. Telefónica is betting that customers care more about LTE speeds and competitive pricing than the name on their bill.

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Looking Ahead

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Some insiders believe that by the end of 2015, Telefónica’s consumer-facing portfolio in Germany will essentially revolve around o2, with only a handful of discount labels left to serve specific segments.

For customers, the main question is not “what brand am I under?” but “does my phone connect reliably, and is my data package good value?” If Telefónica delivers on coverage and speed, Base may not be missed as much as some think.

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Conclusion

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Rumors about Base disappearing highlight the direction of Germany’s mobile market in 2015: fewer brands, sharper focus, and tougher competition. It may feel nostalgic to see names like E-Plus and Base fade, but the real story is in what replaces them.

For subscribers, the essentials remain—your contract, your service, your connectivity. What changes is the brand you see at the top of your bill. The real test for Telefónica is whether this shift translates into better networks, simpler choices, and stronger value for customers.

Because at the end of the day, the brand is important—but coverage, speed, and price still win the race.

Stay clever. Stay responsible. Stay scalable.
Your Mr. Microsoft,
Uwe Zabel

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#Telefónica #Base #EPlus #o2 #BrandConsolidation