Broadband Router Giant AVM Rebrands Company Name to FRITZ!
German-based network kit manufacturer AVM, which is a familiar developer of home networking products (e.g. FRITZ!Box routers are used by various UK consumers and several ISPs), has officially notified their customers and clients of how the company name is being changed from AVM to FRITZ!.
“Due to the very high brand awareness and popularity of the FRITZ brand! we have decided to be uniform under the FRITZ brand in the future! This is a pure name change of our companies … Our products have always been called FRITZ! – now the company also bears this strong name,” said the company’s email to their partners (please excuse any errors due to the translation from German to English).
The move was not unexpected, as the company’s website domain had already recently been changed from AVM (https://en.avm.de) to FRITZ (https://uk.fritz.com). According to Deskmodder.de, FRITZ! GmbH currently employs around 900 employees at the traditional company location of Berlin and generates a turnover of 580m euros.
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At present this is purely a name change and does not appear to be accompanied by any grander changes in business strategy or approach. Credits to Steve for spotting this development.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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I don’t wish to be too distasteful – but that “!” first read as an “L” in the context of the previous 5 letters. Odd branding choice
Fritz!
Routers specifically designed for use in cellars and basements?
Not too me, it didn’t!
I’ve actually heard some customers refer to their reouter as a Fritzl box before now. /facepalm
Oh mein Gott! Das ist noch schlimmer!
“Fritz”
noun: Fritz; plural noun: Fritzes
– a German, especially a soldier in the First World War (often used as a nickname).
“on the fritz”:
– (of a machine or device) not working properly.
“my computer is on the fritz”
Ignorance of British idiom has oft’ been an “ankle breaker” to marketeers from oversees, but no longer I suspect.
My late father and grandfathers would invariably refer to German men as “Fritz” and describe their cars as “On the Fritz” when they had broken down; I doubt that many millennials would even recognise this connotation.
Oh the joys of being old!