AXIAN Telecom has announce the rebrand of its mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania to Yas and the rebrand of its fintech operations in Senegal, Togo, and Tanzania to Mixx by Yas. The rebrand signals AXIAN Telecom’s commitment to becoming the heartbeat of Africa’s digital revolution, creating unlimited opportunities and enhancing lives through cutting-edge digital and financial solutions as it gears up for ongoing sustainable growth across its footprint.
The decision to launch Yas as a unified brand will allow for cross-markets synergies enabling best practices sharing, cost efficiency, and seamless customer experiences that defy borders. Although the business structure in existing markets will stay the same, the new brand positions the group for continent-wide expansion, targeting a more globally minded and connected audience. More than ever, the mobile network operators under the new Yas brand will continue to offer a personal connection to customers, deliver consistent service and offer an effortless experience all while supporting individuals and businesses alike in succeeding in an increasingly digital world.
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 with the aim of further aligning synergies across the group and enabling 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.
Hassanein Hiridjee, Chairman, Board, AXIAN Telecom
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. 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.
