(Telecompaper) Telecom Italia has marked the 20th anniversary of the launch of its TIM mobile brand by confirming that will now be adopted across the company's entire fixed, mobile and internet offer. The operator had previously announced that all retail operations would be marketed under the TIM brand by 2016. "Having always stood for innovation, sharing and freedom, the single brand TIM now simplifies the brand architecture and relationship with customers from the offer to shops to billing," said the company in a statement. The operator's move reflects similar processes undertaken by Telefonica and France Telecom, whose Movistar and Orange mobile brands grew to become the companies' main brands for most of their consumer and business services. To coincide with the rebranding, the Italian operator's www.telecomitalia.it address now redirects to the newly inaugurated www.tim.it site.