Movistar is already Telefonica's mobile brand around the world, but the Telefonica name lives on for some of the company's other services like wireline -- for now, anyhow. At a recent directors' meeting in Madrid, Telefonica announced that all of its services around the world would be rebranded as Movistar, both mobile and otherwise; only O2 will survive the consolidation in the UK, Ireland, Germany, the Czech Republic, and Slovakia along with the Vivo brand in Brazil. If you're getting all teary-eyed about the change, take solace in the knowledge that Telefonica will live on as the corporate parent of the whole mess -- just don't expect to be picking up a Telefonica payphone in Spain anymore.