27 Okt, 2020
Why T-Mobile is Magenta in Austria
Brigitte Bojkowszky, Ph.D.

Magenta – A Branding Success Story

Tune in and join me in my conversation with Andreas Bierwirth, CEO Magenta Austria. He talks about merging T-Mobile with UPC Austria, the rationale behind creating the brand Magenta and, ultimately, how Magenta is adding value as a leading telecom company in Austria! 

He provides us with a good overview of the competitive landscape and its challenges between mobile network operators (MNO) and mobile virtual network operators (MVNO) such as HOT.

He shares with us what it means to take on a brand legacy, how to create a winning culture and he reveals to us his magic moments of successfully leading strong brands. Moreover, he shares his perspective on leadership, especially, leading during COVID and the challenges and chances in the telecom sector. 

By comparing the telecom sector with the airline industry he gives our talk a special twist.

Andreas Bierwirth is originally from Germany where he did his doctorate in Business Administration. With a strong passion for the airline industry he took off as a managing director at Germanwings, then transferred to its parent company Lufthansa as Vice President Marketing, and once more and ultimately transferred to one of the daughter companies Austrian Airlines, where he landed as a member of the board of directors. In 2012 he became CEO Austria of one of the global leading telecommunication brands, T-Mobile Austria.


Mafalda Luz (BSc)

"Ich hatte das Vergnügen während meines Austauschsemesters in Wien Dr. Brigitte Bojkowszkys Studentin zu sein. Es war mit Abstand eine der am besten unterrichteten Klassen, in denen ich das Gefühl hatte, wirklich etwas fürs Leben gelernt zu haben. Dr. Bojkowszky ist eine exzellente Professorin, äußerst professionell und sehr...

Thekla Klingemann (MSc WU, CEMS MIM)

"Im Wintersemester 2019 habe ich den Kurs 'Global Branding' bei Frau Bojkowszky im Rahmen meines Masterstudiums belegt. Frau Bojkowszky bringt eine unglaublich hohe Leidenschaft für das Thema Branding mit und versteht es auch komplexere Sachverhalte einfach darzustellen und verständlich zu erklären. Ihre Vorlesung war stets...

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