Creating synergies to drive future growth

Pan-African operator Axian Telecom has announced that its five mobile units will operate under the unified brand name Yas. This strategic move aims to harmonize operations and create synergies to drive future growth.

Axian Telecom operates mobile units in Madagascar, Comoros, Senegal, Togo, and Tanzania. According to Chairman Hassanein Hiridjee, becoming a multi-market mobile operator in Africa is essential to fostering the development of the next generation of digital pioneers.

Axian Telecom has expanded into several markets by acquiring units from major telecom groups. In 2004, it acquired Telma in Madagascar from Hong Kong-based Distacom. In 2016, Telma Comores entered the market, breaking the monopoly previously dominating the sector.

A partnership between Axian and Xavier Niel’s investment company NJJ led to the creation of Free Senegal. Togocom was established following Axian and Emerging Capital Partners’ acquisition of a controlling stake in the operator from the Togolese government. Axian has also highlighted that its financial services distribution is a key growth driver, and it was rebranded as Mixx by Yas in Senegal, Togo, and Tanzania.