Deutsche Telekom Expands Retail and Media Footprint While Bernstein Steps to the Sidelines
Published on 09/27/2026 at 15:51 | Editorial boerse-global.de
Deutsche Telekom's stock ended Friday's session at EUR 27.09, a gain of 0.5% on the day, even as a prominent analyst downgrade landed the same morning. The advance leaves the Bonn-based carrier down 2.5% since the start of the year.
Bernstein cut its recommendation on the DAX-listed group from "Outperform" to "Market-Perform" on Friday, while slashing its price target from EUR 37 to EUR 28.10. The brokerage pointed to intensifying competition in the German fixed-line market, a neutral stance on subsidiary T-Mobile US, and lingering uncertainty over a possible merger with its American partner.
A Retail Push Aimed at the Home Market
Telekom is moving to deepen direct customer contact domestically. The company confirmed Thursday that it plans 50 new or redesigned shops across Germany next year, including pop-up locations, as part of an effort to extend its on-the-ground sales presence and engage customers face to face. The smaller formats and temporary concepts are designed to complement existing branches, strengthen in-person advice, and tie physical retail more closely to the group's digital offerings.
The branch offensive is a response to demanding conditions at home. Personal consultation is meant to help retain existing fixed-line and mobile contracts while winning new market share. Alongside the brick-and-mortar buildout, management is pressing ahead with its digital product lineup.
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Streaming, Travel and Carbon Tools
That effort includes a broader entertainment portfolio. Telekom integrated Warner Bros. Discovery's HBO Max into its German MagentaTV platform, giving customers the option to book the service directly through the company's own system. Six add-on packages for the streaming offering are available at launch.
Beyond classic tariffs, the group rolled out T-Travel on September 21, a global platform for digital SIM cards. Through the standalone service, users can purchase mobile data packages for more than 200 destinations and activate them directly on eSIM-capable devices. Two weeks earlier, on September 15, Telekom introduced its Product Emissions Calculator, a tool for determining the CO? footprint of individual products.
Sports rights remain another pillar. Last Friday the company secured exclusive rights to the Basketball Champions League for MagentaSport, with the agreement covering up to 64 games in the 2026/27 season. All matches involving German teams, plus every fixture from the quarter-finals onward, will be broadcast live and exclusively.
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Automation Demo and Buyback Support
Telekom also showcased automated loading and unloading of vehicles onto freight cars Thursday, working alongside partner Unikie at Audi's Ingolstadt site. The carrier supplied the mobile, edge-cloud and digital infrastructure for the demonstration, while Unikie provided the vehicle control solution.
To underpin shareholder value, the group continues to lean on its own resources. Under its ongoing buyback program, Telekom repurchased 2,945,800 of its own shares between September 14 and 18. Since the current tranche began on August 10, the total has reached 14,005,765 shares.
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