Dar es Salaam. Tigo Tanzania has officially rebranded to Yas, marking a significant shift in its three-decade history in the Tanzanian telecom market.
The company, which originally entered the country as Mobitel, later rebranded to Buzz before adopting the Tigo name, unveiled its new identity on Tuesday, November 26, 2024, during a launch event in Dar es Salaam.
The rebranding to Yas is not limited to Tanzania alone.
It is part of a broader strategy by the Axian Telecom Group, which owns Yas through its subsidiary Honora Tanzania Public Limited.
The company aims to unify its branding across its operations in five African countries, creating a stronger, more recognizable presence across the continent.
Mr. Rostam Aziz, the Company’s board chairman, on Tuesday explained that this change reflects the company’s ongoing commitment to digital transformation and growth in Tanzania.
He emphasized that the rebranding would help the company open new opportunities, drive innovation, and connect more people across mainland Tanzania and the islands.
“We are dedicated to building a better tomorrow and continuing to drive digital transformation in Tanzania,” said Mr. Aziz, underscoring the company’s focus on fostering long-term innovation and opportunity.
During the event, Mr. Jerry Silaa, the Minister for Information, Communication, and Information Technology, officially launched the Yas brand.
He commended the company for its longstanding contribution to the country’s communication services, dating back to the days of Mobitel.
As part of the rebranding, the company’s Tigopesa mobile money service will now be known as Mixx by Yas, reflecting the new identity across all its services.
The rebranding ceremony at the Johari Rotana Hotel in Dar es Salaam was attended by key government officials, including Dr. Khalid Salum Mohammed, the Minister for Infrastructure, Communications, and Transport for the Zanzibar Government, along with other stakeholders from the telecom sector and Yas brand ambassadors.
With this new identity, Yas is poised to continue its journey of innovation and expansion, reinforcing its commitment to providing cutting-edge communication services to Tanzanians and beyond.
