MTN’s new brand ‘shows move to technology company’
African group MTN is following the example of the former Liquid Telecom and rebranding to reflect its status as a technology company.
So far the process is limited to a new logo, which it will roll out across Africa once approved by South Africa’s Companies and Intellectual Property Commission (CIPC).
Nompilo Morafo (pictured, with new brand), MTN’s chief sustainability and corporate affairs officer, told African media that the new look aligns with the group’s evolution from a telecommunications company to a technology company.
She said: “Our commitment and focus to accelerate Africa’s progress sees MTN revealing a refreshed brand identity.” The company will launch the brand officially on Sunday.
She explained that the change is part of MTN’s Ambition 2025 strategy, which is aimed at creating “leading digital platforms for Africa’s progress”.
The new look is “aligned to our evolution from a telecommunications company to a technology company underpinned by one simple and consistent yet striking brand”, said Morafo.
MTN has not gone as far as Liquid, which last year changed its name from Liquid Telecom to Liquid Intelligent Technologies, to show that it is now a one-stop-shop technology group as well as a 73,000km fibre network.
MTN announced Ambition 2025 in March 2021, when it said that “in the light of the digital acceleration that is taking place around the world, MTN recognises the opportunity to impose itself in digital services in our markets”, noting “the possibility of aligning its priorities more closely on the development programmes of its operating markets”.
The change follows the sale of telecoms towers in several countries and the sale of shares in a some subsidiaries to focus on the development of value-added services.
The company has identified four key areas where its attention will now be focused. These are fixed and mobile connectivity, digital financial services, business technology services, and entertainment services.