AirtelTigo, one of Ghana’s leading telecommunication network operators, has officially changed its brand name to AT, effective Thursday, June 22, 2023 as part of its rebranding initiative to simplify its corporate identity.
Announcing the change of name during a round table discussion, Leo Skarlatos, Chief Executive Officer of AirtelTigo said “AT is a bold and strategic move aimed at reflecting our brand promise of simplicity making it easier for our customers to identify and engage with us”.
“Our stakeholders should note that this change is only applicable to the brand name and logo, and will not impact our 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.”
Leo Skarlatos
Leo Skarlatos assured customers of AT’s commitment to making life simple for its customers.
“We believe that this name change will only serve to strengthen our brand identity and represents our dedication to growth and simplicity.”
Leo Skarlatos
The decision comes following the government’s acquisition of the company for a nominal fee of US$1, subsequent to the departure of Bharti Airtel and Millicom from the Ghanaian market last year.
Meanwhile, this change aligns with AT’s overarching vision to enhance customer experience by embracing a more approachable and user-friendly brand persona.
Rumours of Takeover by Hannam and Partners
AT’s top official noted that a press conference would be held to provide further insights into the company’s vision for the future. However, it is worth noting that the telecommunications giant has remained tight-lipped regarding recent rumors surrounding its ownership transfer to UK-based private equity firm, Hannam and Partners.
The firm, renowned for Its expertise in the mining and finance sectors, lacks an established track record in the telecommunications domain. Furthermore, AT has neither confirmed nor denied its alleged partnership with Oracle for the acquisition deal, leaving industry insiders intrigued about potential behind-the-scenes maneuvers.
In a related development, last year witnessed the integration of Globacom Ghana’s extensive customer base into the AirtelTigo network, resulting in what was labeled a “national roaming deal” by the two companies. This strategic move effectively transformed the Ghanaian telecommunications landscape and consolidated the market further.
Presently, customers of Glo, as the network is fondly known, can exclusively recharge AirtelTigo airtime, as Glo recharge cards have disappeared from the market. This tangible evidence serves as a testament to the successful merger between the two entities. Notably, Glo retains its license in Ghana, although its services are currently dormant in the country.
As the telecom industry continues to witness dynamic transformations and market consolidation, AirtelTigo’s rebranding to AT exemplifies a proactive response to the evolving needs and preferences of its customer base.
It Is the hope of customers that this rebranding will work to inure to the benefit of the company. A similar rebranding was done by the market leader – MTN when it rebranded from Areeba to MTN.
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