AXIAN Telecom, a leading pan-African telecom group, has announced the rebrand of its mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania to Yas. Additionally, its fintech operations in Senegal, Togo, and Tanzania will now be known as Mixx by Yas. This rebrand aligns with AXIAN Telecom’s vision to drive Africa’s digital revolution, offering cutting-edge digital and financial solutions as part of its continued sustainable growth.
The new Yas brand represents AXIAN Telecom’s commitment to creating a unified, customer-focused platform that reflects Africa’s dynamic growth. Yas aims to deliver innovative, solutions-driven experiences that help unlock the digital potential of its customers. It embodies a youthful, optimistic spirit, with a vision of unity across the continent. Yas is positioned to drive a seamless customer experience, providing a personal connection to users while enabling the group’s continent-wide expansion.
Hassanein Hiridjee, Chairman of the AXIAN Telecom Board, emphasized the importance of Yas in AXIAN Telecom’s journey. He stated, “As we expand, our vision has grown. To empower the next generation of digital pioneers, we need to be a pan-African mobile operator. Yas unites Africa in possibilities.”
The rebranding also brings together AXIAN Telecom’s fintech brands under the name Mixx by Yas, with the aim of creating a cohesive and integrated customer experience. As fintech continues to grow in Africa, Mixx by Yas will play a pivotal role in driving financial inclusion, offering mobile payment platforms that are accessible to the continent’s large youth population.
Erwan Gelebart, CEO of Open Innovation and Fintech at AXIAN Telecom, said, “To stay at the forefront of global fintech growth, we must create opportunities for customers to fully integrate their digital worlds. Mixx by Yas will unlock these possibilities and bring financial inclusion to the forefront, offering a seamless, vibrant mobile experience.”
The new unified brands, Yas and Mixx by Yas, will enable AXIAN Telecom to better serve its customers with innovative solutions that unlock new digital opportunities. Hassan Jaber, CEO of AXIAN Telecom, added, “This rebrand marks a significant milestone in our growth strategy. Yas will help us deliver on our vision of providing a streamlined, impactful experience for our customers across Africa.”
AXIAN Telecom operates in nine African markets, providing mobile, fixed network, and digital infrastructure services, alongside mobile financial services. Serving over 40 million customers, AXIAN Telecom is Africa’s 6th largest mobile operator, with a history of acquisitions and network investments since 2015. The company continues to impact the daily lives of millions by ensuring its businesses make a sustainable, positive difference.
