23 May 2023
MTN Group has rebranded its digital wholesale and infrastructure services firm MTN GlobalConnect to Bayobab.
The new name is inspired by the Baobab tree – which MTN Group says is recognised as the ‘tree of life.’ The group says that, like the tree, Bayobab is the enabler of the digital connectivity value chain across the African continent.
With the fresh look, MTN GC has now morphed into two distinct businesses, Bayobab Fibre and Bayobab Communication Platforms.
“The rebrand is the first step in the business transformation journey since announcing MTN Group’s Ambition 2025 strategy to structurally separate its fibre business, targeted for completion by 2024,” said MTN Group. This will enable Bayobab to unlock value within the business, attract strategic partners, and comply with local regulations across its key markets.
“Building the largest and most valuable platforms is part of our Ambition 2025 strategic priorities,” said MTN Group president and CEO Ralph Mupita. “The brand change from MTN GlobalConnect to Bayobab reflects the change underway to position the business as a world class, Africa-focused open-access digital infrastructure platform serving not just MTN, but other third parties as customers. We will also bring strategic partners into the business over time who will provide skills and capital to support and accelerate the growth of this business.”
“As a young entrepreneurial business delivering value through open next-gen digital solutions, we believe Bayobab best encompasses our vision of connecting Africa and ensures we add meaningful value across the continent,” saidFrédéric Schepens, Bayobab Group CEO. “Our strategy has borne much fruit, as evidenced by our performance and delivery. We are well-positioned to open a significant digital doorway that bridges Africa’s digital divide to connect communities.”