Tigo Tanzania has rebranded as Yas to unify its brand identity across Africa, reflecting a commitment to digital innovation and economic empowerment.
(Dar es Salaam) – The telecommunications company Tigo Tanzania, which entered the Tanzanian market three decades ago as Mobitel, has rebranded and will now be known as Yas. The announcement was made on November 26, 2024, at an event held in Dar es Salaam.
The rebranding effort is part of a broader initiative by Axian Telecom Group, Tigo’s parent company, to unify its subsidiary brands across Africa under one identity. Countries such as Togo, Madagascar, Senegal, and Comoro are also undergoing similar transitions. The new brand for Tigo’s mobile money service, previously called Tigo Pesa, is now Mixx by Yas.
During the event, attended by key stakeholders in communications and digital finance, the Tanzanian Minister of Information, Communications, and Information Technology, Jerry Silaa, served as the chief guest. Minister Silaa commended the company for its longstanding contributions to the nation, from the Mobitel era to the present, noting its pivotal role in improving internet and mobile money access for millions of Tanzanians.
Rostam Aziz, Chairman of Yas’ Board, emphasized the rebranding as a step toward digital transformation and socio-economic advancement in both mainland Tanzania and Zanzibar. He highlighted the company’s mission to innovate and connect people, stating, “Yas and Mixx by Yas reflect our vision to be a digital innovation leader in Africa, empowering millions through seamless digital and financial services.”
Hassanein Hiridjee, Chairman of Axian Telecom, pointed to the brand unification as a means to better serve an interconnected Africa. “By adopting a single brand across nations, we’re creating a unified identity that empowers Africans through technology and collaboration,” he said.
Jerome Albou, Interim CEO of Honora Tanzania, revealed that the rebranding was part of a two-year strategic plan by Axian Telecom. He assured customers of continued innovation, saying, “Every day, we strive to exceed customer expectations with improved services.”
The rebranding aligns with Axian Telecom’s vision of fostering an integrated African digital ecosystem. The company aims to provide limitless opportunities and improve lives by connecting communities through advanced digital and financial platforms.
Tigo Tanzania began its journey as Mobitel and has grown into one of the country’s most prominent telecommunications providers. With investments from Honora Tanzania Public Limited under Axian Telecom, the company has significantly enhanced internet and mobile transaction services, contributing to Tanzania’s digital economy.
| Key Changes | Old Brand | New Brand |
|---|---|---|
| Company Name | Tigo | Yas |
| Mobile Money Service | Tigo Pesa | Mixx by Yas |