What Magenta Telekom does

Magenta Telekom (legally T-Mobile Austria GmbH) is Austria's full-service telecommunications provider and a wholly-owned subsidiary of Deutsche Telekom AG, founded in 1996 and headquartered in Vienna at the Rennweg 97-99 T-Center. The company serves approximately 5.2 million consumer and business customers across Austria with a unified portfolio spanning mobile (Magenta Mobilfunk, including prepaid KLAX and postpaid tariffs), fixed-line internet over cable, fiber (Glasfaser) and 5G, and TV/entertainment via Magenta TV with integrated streaming partners (Netflix, Disney+, RTL+). It also operates sub-brands T Phone (own-brand sustainable smartphones), Magenta Family (multi-product bundling with up to 15% discount), Magenta Moments (loyalty rewards in the Mein Magenta App), and Magenta Green (sustainable IoT and refurbished devices with DaaS for businesses).

The underlying technology stack combines a 5G mobile network (speeds up to 400 Mbit/s), hybrid fiber-coaxial cable infrastructure (up to 2 Gbit/s download), fiber-to-the-home (up to 1 Gbit/s), and a managed TV platform supporting UHD and the exclusive FIFA World Cup 2026 broadcast. The Mein Magenta App (iOS, Android, Huawei AppGallery) is the primary customer-facing self-service interface for contract, billing, add-on, and loyalty interactions, and now embeds Magenta AI, a text-based Perplexity-powered assistant. Distribution is multi-channel: physical Magenta Shops in all nine federal states, an online storefront (shop.magenta.at), inside sales hotline, dedicated B2B sales team, and partner resellers.

Magenta Telekom generates revenue primarily through recurring monthly subscriptions across mobile, internet, and TV (with Magenta Family bundling and youth/young-customer tariffs to drive acquisition), supplemented by hardware sales (smartphones, routers, set-top boxes), usage-based roaming packages for 140+ countries, and fixed service fees (€29.99 device activation, €49.90 annual fee). The GTM motion is sales-led across both B2C and B2B, supported by content, loyalty, and sponsorships (ÖFB, FIFA WC 2026, Pride). It employs approximately 2,200 people and reported ~€1.46 billion in 2023 revenue.

Name

Magenta Telekom

Legal name

T-Mobile Austria GmbH

Website

https://magenta.at

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Magenta Telekom (T-Mobile Austria GmbH) is Austria's full-service telecommunications provider, wholly owned by Deutsche Telekom AG, delivering mobile, internet, and TV services to roughly 5.2 million consumer and business customers across Austria.

Ownership category

akta.pro rank

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Mobile Services: Monthly subscription fees from mobile phone tariffs including voice, data, and SMS services. Revenue generated from consumer and business mobile contracts.
2. Internet Services: Monthly fees from cable internet, fiber internet, and mobile internet subscriptions for residential and business customers.
3. TV and Entertainment: Revenue from TV packages including Magenta TV, streaming add-ons, and sports content (including FIFA World Cup broadcasting rights).
4. Hardware Sales: Sales of smartphones, tablets, smartwatches, routers, and accessories through retail shops and online store.
5. Roaming and Travel Packages: One-time and monthly roaming data packages for international travel to over 140 countries.
6. Service Fees: Activation fees, device activation costs (€29.99), annual service fees (€49.90), and contract transfer fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Magenta Telekom is a full-service telecommunications provider in Austria offering mobile tariffs (prepaid KLAX and postpaid Mobile S/Unlimited plans), fixed-line broadband internet (cable, fiber, and 5G mobile broadband up to 2 Gbit/s), and TV/entertainment services (Magenta TV with Netflix, Disney+, and RTL+ integrations). The company serves both consumer households and business customers with bundled packages, the Mein Magenta App for self-service, and an exclusive FIFA World Cup 2026 broadcasting offering.

Product overview

Magenta Telekom (T-Mobile Austria GmbH) is a full-service telecommunications provider offering mobile (Magenta Mobilfunk), fixed-line internet (Magenta Internet via cable, fiber, and 5G), and TV entertainment (Magenta TV) to consumers and businesses across Austria. The core customer-facing platform is the Mein Magenta App, which unifies contract management, billing, add-on ordering, and data monitoring across mobile, internet, and TV services. Magenta Family enables bundling of mobile and internet plans for up to 15% household discounts, while Magenta Moments provides a loyalty rewards program accessible through the app. The company also offers Magenta Business for enterprise customers, T Phone branded smartphones with a sustainability focus, travel roaming packages, and sustainable IoT solutions including DaaS for businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Magenta Family: Family discount program offering up to 15% discount on combined mobile and internet tariffs
• Magenta TV
• Magenta Moments
• KLAX
• T Phone
• Magenta AI

Products and services

• Magenta Mobilfunk (Mobile Tariffs) Mobile telecommunications services including prepaid (KLAX Wertkarte) and postpaid tariffs (Mobile S, Mobile Unlimited M/L/XL), device bundles, youth tariffs, children's tariffs, and add-on packages for Austrian consumers and businesses.
• Magenta Internet Fixed-line broadband internet including cable internet (Kabelinternet), fiber-optic (Glasfaser), and 5G mobile broadband (Mobiles 5G Internet), with speeds up to 2 Gbit/s on cable and 1 Gbit/s on fiber.
• Magenta TV Television and streaming entertainment platform offering live TV, on-demand content, and access to streaming partners including RTL+, Netflix, and Disney+. Delivered via TV Box, app, and web. Includes exclusive FIFA World Cup 2026 broadcasting on dedicated UHD channels.
• Magenta Business Enterprise and business solutions segment offering tailored telecommunications, networking, and digital services for business customers in Austria. Includes dedicated account management, customized mobile plans, enterprise internet, and IoT services.
• Magenta Family Family discount program allowing combination of multiple mobile and internet tariffs for up to 15% discount on all contracts. Requires at least one eligible mobile and one eligible internet tariff.
• Magenta Moments Loyalty and rewards program for existing Magenta customers offering partner discounts, sweepstakes, and 'Magenta Hearts' reward points. Accessible via Mein Magenta App.
• Magenta AI AI-powered digital assistant within the Mein Magenta App, powered by Perplexity. Provides intelligent assistance to help customers manage their digital everyday life.
• Magenta Reisepakete (Roaming Packages) Travel data packages providing fixed-price internet usage abroad. Available as one-time packages (30-day validity) or monthly subscriptions for destinations including Turkey, Switzerland, Serbia, and worldwide coverage in over 140 countries.
• T Phone Magenta's own-brand smartphone lineup, including T Phone 3. Positions sustainability as a key differentiator, with responsible resource management in production.
• Magenta Green (Sustainable IoT) Sustainable IoT products and initiatives including DaaS (Device as a Service) for businesses, enabling hardware take-back, refurbishment, and extended device lifecycle up to 5 years.
• Magenta Refurbished Refurbished smartphone program offering sustainably sourced pre-owned devices with 24-month warranty.

Quantifiable outcome

• Family discount of up to 15% on all tariffs when combining mobile and internet
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Österreichischer Fußballbund (ÖFB)flagshipStrategic or Co-development Partner · 1 January 2013Magenta is Premium Partner and Technology Partner of the Austrian Football Association for over 13 years. Provides stadium networking with Highspeed-Internet for all Bundesliga stadiums, VAR implementation support, and powers ÖFB TV streaming service. Partnership extended for coming years with focus on WM 2026.
• NetflixcoreStrategic or Co-development PartnerNetflix is integrated with Magenta TV as a streaming partner, available for bundle with Magenta subscriptions.
• Disney+coreStrategic or Co-development PartnerDisney+ is integrated with Magenta TV as a streaming partner, offering blockbuster films and exclusive series.
• RTL+coreStrategic or Co-development PartnerRTL+ is available with Magenta TV offering reality shows, series, films, live sports, and podcasts.
• lobby.16minorStrategic or Co-development PartnerSince 2010, Magenta partners with lobby.16 to take young refugees into apprenticeship programs in Austria. Over 15 years of integration through education.
• ZARA (Zivilcourage und Anti-Rassismus-Arbeit)minorStrategic or Co-development PartnerPartnership for 'Gegen Hass im Netz' (Against Hate on the Net) initiative, raising awareness about cyberbullying and hate speech.
• CaritasminorStrategic or Co-development PartnerPartnership for 'Plaudernetz' initiative connecting lonely people with random chat partners. Also for WiFi installation in Caritas nursing homes.
• Ö3-WundertüteminorStrategic or Co-development PartnerPartner in Ö3-Wundertüte initiative for recycling old mobile phones in Magenta shops for environmental sustainability.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• A1 Telekom Austria: Austria's largest telecom operator offering mobile, fixed-line, internet, TV, and bundled services to consumers and businesses. Most direct competitor to Magenta in the Austrian market with overlapping product portfolio and similar distribution model.
• Drei (Hutchison Drei Austria): Third major Austrian mobile network operator (under CK Hutchison) offering mobile, internet, and TV. Competes head-to-head with Magenta on mobile tariffs, family bundling, and 5G coverage.
• Liberty Global / UPC Austria: Cable broadband and TV operator in Austria (under Liberty Global) competing directly with Magenta's cable internet and Magenta TV offerings in overlapping geographies.

Regional players

• Swisscom: Switzerland's incumbent telecom offering mobile, broadband, TV, and B2B services. Comparable in scale, DACH-region positioning, public-market valuation reference, and quad-play strategy; serves a different geography.
• KPN: Dutch incumbent telecom offering mobile, fixed broadband, and B2B services. Comparable converged carrier profile and European regulatory environment; different national market.

Broad incumbents

• Deutsche Telekom AG: Parent company and Europe's largest telecom group. Provides group-level benchmarking on capital structure, network investment strategy, and product roadmap; not a direct Austrian-market competitor but the ultimate controlling entity.
• Vodafone: Global telecom carrier with European mobile and fixed operations. Comparable in converged mobile/broadband/TV portfolio, 5G investment cycle, and enterprise services; broader footprint and scale than Magenta.
• Telenor: Nordic and European telecom incumbent with converged mobile, broadband, and TV services. Comparable in operating model, ARPU management practices, and European regulatory exposure.

Emerging players

• Spusu: Austrian MVNO positioned on simple, low-cost mobile tariffs. Competes with Magenta's KLAX prepaid and entry-level postpaid offers, particularly on price-sensitive consumer segments.
• Yesss! (A1 Telekom Austria MVNO): Discount MVNO brand operated within the Austrian market, competing with Magenta's KLAX prepaid on price-led segments. Useful for benchmarking low-end ARPU and prepaid economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/magentatelekom
• YouTubeyoutube.com/channel/UCbCB5MD7_Tm-9ovCul3FvJQ
• Facebookfacebook.com/magentatelekom.at
• Instagraminstagram.com/magentatelekom.at
• LinkedInlinkedin.com/company/magenta-telekom

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magenta Telekom