AirtelTigo, a telecommunication firm, has rebranded to AT – with the name-change effectively applying to all sub-brands, its Chief Executive Officer (CEO) Leo Skarlatos has announced.
The strategic move is aimed at reflecting the brand’s promise of simplicity, making it easier for customers to identify and engage with the company.
Also, it is envisaged to strengthen the brand’s identity as well as represent the company’s dedication to growth and simplicity.
The new name will also apply to all future communications, marketing materials and branding efforts. Because of this, all trade materials reflecting AirtelTigo will subsequently change to reflect the new brand, AT, whereas brand colours will remain the same, the CEO explained.
While the new identity signifies a fresh phase for the telco firm, Mr. Skarlatos noted the change is only applicable to the brand name and logo; and hence will not impact management structure, products or services.
“We will continue to offer the same innovative services that our customers have come to know and trust, with an enhanced focus on user experience and customer satisfaction,” he said in Accra.
The telecommunications service provider, which is owned by the state, became a merged company made up of Airtel and Tigo in 2018; and traded under the name AirtelTigo, offering various services including mobile voice, data and money services.
With the new ownership of AT, Mr. Skarlatos disclosed that the Ministry of Communications has been leading efforts to secure strategic partners for the company.
It is against this development that he observed the move to identify as AT could be a medium-term decision or long-term, depending on the company’s future partnership agreement/s.
However, he expects that prospective partners will commit to a long-term agreement, and bring on board the needed capital injection to further enhance innovative telecommunication services to customers.
“We want to be able to bring the best telecommunication services, and that includes fourth-generation (4G) and the future,” he said