Leading pan-African telecom provider AXIAN Telecom announced on Tuesday that its mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania will now be known as Yas, and that its fintech companies in Senegal, Togo, and Tanzania will now be known as Mixx by Yas, in an effort to consolidate its operations under a single brand.
By combining its activities under a single brand and leveraging the resources of a strong, unified pan-African business, AXIAN Telecom believes it will be able to provide greater customer service.
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Yas to become a Pan-African powerhouse with unified brand
The Yas brand aligns with AXIAN Telcom’s objective to become a pan-African powerhouse that provides more effective customer service and solutions-driven innovations that make a big difference.
The decision to launch Yas as a single brand will promote cross-market synergies that enable cost-effectiveness, cross-border customer experiences and the sharing of best practices.
Although the corporate structure in existing territories will not change, the new brand prepares the organisation for continent-wide expansion by targeting a more internationally-oriented and connected audience.
By offering a personal connection to customers, dependable service, and an intuitive user experience, the mobile network providers operating under the new Yas brand will more than ever assist individuals and businesses in thriving in an increasingly digital environment.
“Goodbye” AXIAN Telecom Board Chair tells other brands
AXIAN Telecom Board Chairman Hassanein Hiridjee said they must bid farewell to the brands they have grown with, as they welcome Yas to continue to provide inclusive and innovative technological solutions through long-lasting partnerships, building on its market success and legacy.
“AXIAN Telecom has been on an incredible journey, connecting people across Africa with our brands. As the business continues to grow and expand, so has our vision. To empower the next generation of digital pioneers, we need to become a Pan-African multi-markets mobile operator,” stated the AXIAN Telecom chair.
“While we say goodbye to the brands we have grown with, we welcome a new powerhouse, Yas; an African brand that unites Africa in possibilities. We believe Yas will build on the success and legacy we have in the markets and will continue to deliver transformative and inclusive technology solutions through sustainable connections,” Hiridjee added.
Mix by Yas will enable financial inclusion says Erwan Gelebart
In addition to unifying its mobile network operators’ brands, AXIAN Telecom is also bringing together its fintech brands in Togo, Senegal and Tanzania under the name Mixx by Yas to further align synergies across the group and enable an integrated customer experience. Fintech is one of the core growth divisions for the business, with Africa continuing to leap to financial inclusion and access to mobile payment platforms.
Erwan Gelebart, CEO Open Innovation and Fintech, AXIAN Telecom stated, “Fintech is a rapidly growing industry globally and to be at the forefront of this growth in Africa, we need to create an opportunity for customers to fully integrate their digital world. We believe that Mixx by Yas will do exactly that and will enable our users to have a cohesive mobile experience.”
“Furthermore, Mixx by Yas will enable financial inclusion and unlock possibilities for the large youth population on the continent. The Mixx by Yas brand is vibrant, optimistic, and accessible to all, embodying true inclusion and positivity,” he added.
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“The unified brand will better serve our customers” – AXIAN Telecom CEO
The Yas and Mixx by Yas brands have been developed with the African continent remaining the core focus for the business in terms of solutions driven innovations which empower customers to unlock opportunities in the digital world.
“We are very excited to rename our mobile businesses to Yas as it signals our readiness to take our business to the next level. This is a significant milestone for the AXIAN Telecom Group, highlighting the success across Africa to date and demonstrating the company’s strategic position for sustainable growth,” CEO Hassan Jaber said.
Yas brings this strategy and streamlined approach to life by resonating with our wide and diverse customer base that remains central to everything we do. We believe that 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,” he added.
This strategic shift mirrors similar efforts across industries, such as Nigeria’s FirstBank rebranding to First Holdco earlier this month to accommodate its expanded services. The decision to rebrand the bank’s name was made at its Annual General Meeting on November 14.