MTN’s new brand ‘shows the shift to a technology company’
So far, the process is limited to a new logo, which will be rolled out across Africa once approved by the South African Companies and Intellectual Property Commission (CIPC).
Nompilo Morafo (pictured, with rebrand), MTN’s director of sustainability and corporate affairs, 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 accelerating Africa’s progress sees MTN reveal a refreshed brand identity.” The company will officially launch the brand on Sunday.
She explained that the change is part of MTN’s Ambition 2025 strategy, which aims to create “leading digital platforms for Africa’s progress”.
The new look is “aligned with our evolution from a telecommunications company to a technology company supported by a simple and consistent yet striking brand,” Morafo said.
MTN didn’t go as far as Liquid, which last year changed its name from Liquid Telecom to Liquid Intelligent Technologiesto show that it is now a one-stop technology group as well as a 73,000 km fiber optic network.
MTN announced Ambition 2025 in March 2021, when it said that “in light of the digital acceleration happening around the world, MTN recognizes the opportunity to establish itself in digital services in our markets”, noting “the ability to align its priorities more closely with the development programs of its operating markets”.
This change follows the sale of telecom towers in several countries and the sale of shares in certain subsidiaries to focus on the development of value-added services.
The company has identified four key areas that its attention will now focus on. These are fixed and mobile connectivity, digital financial services, business technology services and entertainment services.