Telecom Italia has said the process of rebranding its fixed, mobile and internet offerings under the TIM commercial brand will be complete by next year.

It also said it surpassed annual targets of its 2014-2016 plan, with over 80 per cent of the population reached by its 4G network and 30 per cent covered by its optic fibre network infrastructure.

This has allowed the operator to “change its competitive paradigm, moving from a market in which competition between operators was based on the so-called ‘price war’ to a market that is characterised by service quality and by the full availability of an ultra-broadband network to exploit innovative products,” said CEO Marco Patuano.

The operator is introducing a “price simplification initiative” from May 1 for its home telephone lines, offering unlimited calls to all fixed lines and mobile phones for a flat rate, while a programme to encourage the use of broadband and ultra-broadband is also underway.

Those who have ADSL can switch to optic fibre with no change in price while those who have committed to its telephone line for 10 years or more can use its ADSL service for free.

In December, Telecom Italia said it is in the process of rolling out LTE-Advanced services with carrier aggregation, doubling the available download speeds.