The Malagasy group AXIAN Telecom announced, on Tuesday, November 26, the change of commercial identity in its 5 African subsidiaries. Now, its mobile network operators in Madagascar (Telma), Comoros (Telma), Comoros (Telma), Comoros (Telma), Senegal (Free), Togo (Togocom) and Tanzania (Tigo), will be operational under the “YAS” brand, and its various fintech units in Senegal, Togo and Tanzania (Tigo), and its various fintech units in Senegal, Togo and Tanzania (Tigo), will now have the Mixx by Yas

According to Hassan Jaber, CEO of AXIAN Telecom, this rebrand “indicates that we are ready to move up a gear. This is an important step for the AXIAN Telecom Group, which highlights the success achieved so far in Africa and demonstrates the company's strategic position for sustainable growth.”

“Yas brings this strategy and streamlined approach to life by catering to our large and diverse customer base, which remains at the core of everything we do. We believe that the unified brand will serve our customers better by taking advantage of the combined resources and assets of a strong and unified pan-African company under one brand & Raquo;, he specified

The change in AXIAN Telecom's commercial identity comes in an economic context of sustained growth recorded by the company over the last five years, marked by the expansion of its activities in Africa. AXIAN Telecom's revenue increased from $429.1 million as at December 31, 2020 to $1.089 billion as at December 31, 2023. That is an increase of 153.84%. For the nine months of 2024, the telecom group revealed revenue of $1.026 billion, representing 94.24% of revenue for the twelve months of the previous year. A financial performance that suggests an even more prosperous year 2024

Strategically, the new identity common to all AXIAN Telecom's telecom and fintech subsidiaries poses several challenges for the group's growth. Through its 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; strengthen the cohesion of the group on a global scale