11 December 2024
AXIAN Telecom has unveiled a change of its commercial identity. Its mobile network operators in Madagascar (Telma), Comoros (Telma), Senegal (Free), Togo (Togocom) and Tanzania (Tigo) will now operate under the Yas brand while its various fintech units in Senegal, Togo and Tanzania will display the Mixx by Yas identity.
According to Hassan Jaber, Chairman and CEO of AXIAN Telecom, this rebranding signals that we are ready to move up a gear. This is an important milestone for the AXIAN Telecom Group, underlining the success achieved so far in Africa and demonstrating the company’s strategic position for sustainable growth.
“Yas brings this strategy and streamlined approach to life by addressing our broad and diverse customer base, which remains at the heart of everything we do. We believe the unified brand will better serve our customers by leveraging the combined resources and assets of a strong, unified pan-African business under one brand,” said Jaber.
AXIAN Telecom’s revenue increased from $429.1 million as of 31 December 2020 to $1.089 billion as of 31 December 2023, an increase of 153.84%. For the first nine months of 2024, the group reported revenue of $1.026 billion, representing 94.24% of the revenue for the twelve months of the previous year.
Through the new Yas unique brand, the company wants to create a strong and coherent identity, strengthening its visibility and recognition; facilitate and strengthen the effectiveness of its marketing communication; centralize its brand management; and strengthen the group’s cohesion on a global scale.
“AXIAN Telecom has had an incredible journey, connecting people across Africa through our brands. As the company grows and expands, we have a new vision. To empower the next generation of digital pioneers, we need to become a pan-African multi-market mobile operator. We believe Yas will build on the success and legacy we have in the markets and continue to deliver transformative and inclusive technology solutions through sustainable connections,” said Hassanein Hiridjee, Chairman of the Board of AXIAN Telecom.
