On November 26, 2024, the key telecommunications player in Africa, AXIAN Telecom, announced the rebranding of its activities. Telecom operations in five markets Madagascar, Comoros, Senegal, Togo, and Tanzania are now grouped under the Yas banner. Simultaneously, fintech services in Senegal, Togo, and Tanzania are adopting the identity Mixx by Yas. This strategy illustrates the group’s ambition to become a leading pan-African provider of innovative connectivity and financial services.
Identity Rooted in African Culture
Designed to resonate with African aspirations, Yas symbolizes dynamism, optimism, and innovation. This brand embodies the mission of AXIAN Telecom to democratize access to technology and unleash the digital potential of people and businesses.
The choice of the name Yas reflects a desire to establish a deep cultural connection with local users. This approach aims to offer a simplified, harmonious experience and accessible solutions while aligning with the dynamic of digital transformation. AXIAN Telecom thus aims to establish itself as a reliable partner to support the growing connectivity needs on the continent.
Core values of the strategy
This transformation emphasizes a customer-centric approach. The Yas brand aspires to offer personalized services in harmony with local specificities. This philosophy, rooted in a pan-African vision, aims to unite people around digital opportunities.
Mixx by Yas, dedicated to fintech services, strengthens financial inclusion by democratizing solutions such as mobile payments and microcredit. This offer addresses diverse social strata with a clear objective: to foster economic and social development by leveraging accessible and intuitive technology.
Erwan Gelebart, CEO of Open Innovation and Fintech at AXIAN Telecom, commented : « Furthermore, Mixx by Yas will promote financial inclusion and open up opportunities for young people on the continent. The Mixx by Yas brand is dynamic, optimistic, and accessible to all, truly embodying inclusion and positivity ».
Strategic objectives of an ambitious transition
The unification of brands under Yas allows for the optimization of synergies between markets while reducing costs. By centralizing its efforts, AXIAN Telecom aims for a homogeneous and enhanced user experience. This strategic positioning responds to a dual ambition: to boost competitiveness in local markets and to leverage innovation for the benefit of communities.
Integration for financial inclusion
The consolidation of fintech services under Mixx by Yas reflects the growing importance of this sector in Africa. The platform simplifies access to financial services while creating economic opportunities for younger generations. This integration aligns with the continent’s specific needs, where financial inclusion is a crucial lever for development.
Hassanein Hiridjee, Chairman of the Board of AXIAN Telecom, emphasizes that Yas reflects the group’s heritage while embodying its future ambition. This evolution aims to offer transformative technological solutions adapted to a rapidly changing Africa. « As we bid farewell to the brands we grew up with, we welcome a new force, Yas; an African brand that unites Africa around possibilities. We are confident that Yas will build on the success and legacy we have built and continue to offer transformative and inclusive technological solutions », said Hassanein Hiridjee.
Vision for inclusive and sustainable growth
With over 40 million clients across nine markets, AXIAN Telecom aims to accelerate its expansion. By unifying its activities under a strong identity, the group positions itself as a key player in the digital transformation of the continent.
Investments in infrastructure and technology reinforce this strategy. Yes, as a unified brand, leverages the combined resources of the group to better meet the expectations of African consumers. This transition marks a significant step towards increased connectivity and financial services tailored to local needs.
Mixx by Yas aims to democratize financial solutions through an intuitive platform. By facilitating access to mobile payments and microcredit, the brand contributes to reducing economic barriers while stimulating the growth of small businesses.
