Tanzania’s telecom company, formerly known as Tigo, has officially rebranded to “Yas” as part of a larger plan to unify the company’s identity across Africa.
The announcement was made on November 26, 2024, in Dar es Salaam, where the company revealed its new name and direction to stakeholders and industry leaders.
Yas, originally launched in Tanzania as Mobitel three decades ago, later rebranded to Buzz, and eventually Tigo.
The latest name change aligns with Axian Telecom Group’s strategy to strengthen and harmonize its brand across all five African countries in which it operates.
The event was attended by the Minister for Information, Communications, and Technology, Jerry Slaa, along with representatives from the communications and digital finance sectors.
At the launch, Yas also introduced its updated mobile money service, previously known as Tigo Pesa, which has been renamed “Mixx by Yas.”
Rostam Azizi, Chairman of Yas’s Board, described the rebranding as a milestone in the company’s mission to boost digital innovation and economic growth in Tanzania.
“This new identity represents our commitment to investing in Tanzania’s digital transformation. Together with Axian Telecom Group, we aim to create more opportunities, inspire innovation, and connect communities,” Azizi shared.
Hassanein Hiridjee, Chairman of Axian Telecom, also highlighted the broader vision behind the rebrand, saying, “We want to connect Africans across borders under one unified brand, empowering the next generation by working as one across multiple nations.”
Jerome Albou, interim CEO of Honora Tanzania, explained that the rebranding process has been underway for over two years and is now being introduced throughout the region.
“We’re constantly working to innovate and meet our customers’ needs. Our rebranding to Yas reflects our dedication to enhancing service quality and delivering new solutions,” Albou said.
Minister Slaa commended Yas for its contributions to Tanzania’s telecom industry since the days of Mobitel, noting that the company has significantly expanded internet access and mobile financial transactions, supporting millions of Tanzanians.
With Yas and Mixx by Yas, the company aims to further cement its role in Africa’s digital transformation, offering millions of Tanzanians greater access to digital and financial services.
