MTN Group President and Chief Executive Officer, Ralph Mupita, has highlighted the group’s vital role in harnessing Africa’s growth potentials and opportunities through its refreshing strategy dubbed Ambition 2025.

According to the Group CEO, the company continues to serve the needs of its customers and stakeholders; moreover, lays particular emphasis on the development of the youth on the continent.

“Africa is a continent with enormous opportunity and energy. We want to play our part in harnessing her potential and supporting her progress by driving digital and financial inclusion. It is a well-known fact that the youth are central to achieving this potential. Whilst we remain focused on all our customers and stakeholders, our brand evolution demonstrates an enhanced focus on the youth”.
Ralph Mupita

The CEO revealed this at a ceremony held to unveil MTN Group’s evolved visual identity, articulating the context behind the logo many might have seen since 16^th February, 2022. It is just the second brand overhaul since the Group was founded in 1994. Back in 2004, the changes made to the brand resulted in MTN taking ownership of the colour yellow that is now synonymous with MTN. Importantly, it also helped to elevate the brand to where it is today, recognized as “the most valuable in Africa”.

The brand is an extension and visual representation of the Group’s refreshed strategy, dubbed Ambition 2025 and premised on Leading digital solutions for Africa’s progress. Through the delivery of this strategy, MTN aims to accelerate growth by building the largest and most valuable platform businesses and driving its industry leading connectivity operations.

The new brand identity

The new brand identity is modern, simple, bold, and digitally dynamic. It kicks off with a provocative and simple question, “What are we doing today?” With a clear and concise brand strategy that Opportunity + Energy = Progress, MTN understands that to truly unlock the full benefits and potential of the digital world, people require a combination of drive, progressive thinking, and the right tools.

The current rebrand highlights MTN’s commitment to continuously evolve and explore innovative initiatives that provide value to all our stakeholders. As a pioneer of progress from the beginning, MTN looks to drive this progress further “through action and doing”. In delivering its vision, MTN aims to drive a positive shift in Africa and harness the continent’s boundless opportunity.

“Africa is never still. True progress can only be realized by ‘doing’”, says Bernice Samuels, MTN Group Executive for Marketing.

“It is off this insight that we launch our new positioning by challenging, celebrating and providing tools for doers because when individuals, communities and countries progress, so too does Africa”.
Bernice Samuels

About Ambition 2025

Approved by the Board of Directors in November 2020, Ambition 2025 aims to drive accelerated growth and faster deleveraging, positioning MTN for greater relevance ahead. The strategy supports the socioeconomic progress of Africa and will help MTN reveal and crystallize the value that is inherent in the Group, particularly its infrastructure assets and platform businesses namely fintech solutions; digital services; enterprise services; network as a service; and API marketplace.

MTN is Africa’s leading connectivity and infrastructure business; “we hold #1 and #2 positions in all our markets and our networks are second to none”. With the company’s scale connectivity business as a base, “we are building the largest and most valuable platforms business that is distinctly African”.

About the MTN Group

Launched in 1994, the MTN Group is a leading emerging market operator with a clear vision to lead the delivery of a bold new digital world to our customers. The group is inspired by its belief that everyone deserves the benefits of a modern connected life. The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code ‘MTN’. The Group’s strategy is Ambition 2025: Leading digital solutions for Africa’s progress.