max.mobile.

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max.mobile.

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legal form GmbH
Seat Vienna , Austria
management Hansjörg Tengg (1996-1997);
Georg Pölzl (1998–2007)
Friedrich Radinger (1998–2007)
Branch Mobile communications , telecommunications

max.mobile. the former brand name was one now as Magenta Telekom known telecommunications companies .

history

On January 25, 1996, the Ö-Call consortium acquired the very first private GSM 900 cellular license for Austria. Until then, the subsidiary of today's Telekom Austria , Mobilkom with the A1 network , held the cell phone monopoly in the GSM area.

In October 1996, the second Austrian mobile network, max.mobil , was finally launched with the slogan “max.mobil. - a network takes off “in operation. One of the provider's better-known advertising messages was: "What would a cell phone be without max?"

The shareholders of the Ö-Call consortium were the German companies DeTeMobil and Siemens , the banks BAWAG , Bayerische Landesbank , Raiffeisen Landesbank Steiermark and the insurance companies Generali and Interunfall . In addition, the Kronen Zeitung and the telephone service provider UTA (now a subsidiary of Tele2 ) were involved.

The aggressive pricing policy in particular caused a stir. That was max.mobil. the first GSM provider in Austria to offer a tariff of “1 Schilling of max. to max. "offer.

In October 1997 the company was already running a prepaid tariff called klax.max. one that still exists as a Klax prepaid card even after the company was renamed T-Mobile Austria . In September 1998 max.mobil. as the first Austrian network operator to even introduce a loyalty program, the mäxchen .

In 1999 max.mobil acquired the retail chain Niedermeyer , in July of the next year they even introduced a fixed network offer ( max.plus. ). In April before the German Deutsche Telekom became the sole shareholder in max. In October 2000, the loyalty program was finally introduced for prepaid customers ( kläxchen ), and max.mobil was auctioned a month later. a UMTS license. GPRS was introduced in April 2001 , and a UMTS test network was started in Vienna in July.

On April 18, 2002, T-Mobile changed its name, and max.mobil. was renamed T-Mobile Austria , today's Magenta Telekom.

Market shares

year Market share
1998 19.32
1999 34.79
2000 36.20
2001 34.31
2002 32.98

When it was last recorded before the name was changed to T-Mobile Austria , on April 1, 2002, the market share in the GSM mobile communications market in Austria was 30.62%.

Others

  • Max.mobil often released the songs used in their advertising on maxi CDs. As a result, the mobile phone company once made it to first place in the Austrian charts in 2001 with the song "Oua Oua" by the Hawaiian duo Kanui & Lula . In addition to the original from 1928, the CD also contained the remix by the max.Brothers, which made it into the 2001 summer hit and won the Amadeus Austrian Music Award in the national single of the year category in 2002.
  • Despite the complete takeover by T-Mobile in 2000 and the internationalization of the brand in 2002 through the renaming, the former name of the company was used sporadically at that time. The mascot of max.mobil. (“Mäxchen”) was initially retained by T-Mobile for its loyalty program before it was renamed Flamingo in April 2006 . It was also for a prepaid cell phone brand klax.max in the form of reserve klax.

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