Pan-African operator Axian Telecom has announced the rebrand of its five mobile units to Yas, a move aimed at unifying the operators and creating synergies for future growth.
Axian Telecom operates mobile units in Madagascar, Comoros, Senegal, Togo, and Tanzania. Board Chairman Hassanein Hiridjee said: “To empower the next generation of digital pioneers, we need to become a pan-2 African multi-market mobile operator.
“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 these markets and will continue to deliver transformative and inclusive technology solutions through sustainable connections.”
Axian Telecom entered several markets by acquiring units from larger operator groups. In Madagascar, it acquired Telma in 2004 from Hong Kong-based Distacom. Telma Comoros was launched in 2016, entering a previously monopolised market. Free Senegal was established through a partnership between Axian and Xavier Niel’s investment company, NJJ. Togocom was acquired after Axian and Emerging Capital Partners purchased a majority stake in the operator from the government. In 2022, Axian acquired Tigo Tanzania and Zantel from Millicom.
Axian also emphasised its financial services division as a key growth engine, which is undergoing a rebrand in Senegal, Togo, and Tanzania to Mixx by Yas. The company stated that this rebrand was undertaken to “further align synergies across the group and enable an integrated customer experience.”
Hassan Jaber, CEO of Axian Telecom, said: “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 our success across Africa to date and demonstrating the company’s strategic position for sustainable growth.”
