Ghana: Telecom operator AirtelTigo changes its brand name to “AT”
June 25th 2023
AirtelTigo is the result of the merger of Airtel Ghana and Tigo Ghana in 2017. The company was acquired in April 2021 by the Ghanaian government for $1, but had retained its brand name.
Ghanaian telecommunications company AirtelTigo has announced that it will henceforth operate under the name “AT”. This change will apply to all of the telecom operator’s sub-brands: AT Money, AT Business, AT Premier and AT Insurance. It will also apply to all future communications, marketing materials and branding efforts.
“ Our stakeholders should note that this change only applies to the brand name and logo, and will not impact our management structure, products or services. We will continue to deliver the same innovative services that our customers know and trust, with an increased focus on user experience and customer satisfaction ,” said AT General Manager Leo Skarlatos.
According to Skarlatos, the name change is part of a strategy to simplify the brand to make it easier for customers to identify and interact with the telecom operator. It comes just over two years after the Ghanaian state bought the company for $1.
Recall that AirtelTigo was officially born in November 2017 from the merger of the Ghanaian activities of Bharti Airtel and Millicom International Cellular (MIC). The two groups had decided to join forces in order to remain competitive in the Ghanaian telecoms market, which was then contested by six companies. Their respective subsidiaries then occupied the 4th and 3rd places in terms of market share. By joining forces, they had snatched second place, behind MTN and ahead of Vodafone.
The new brand identity could enable AT to reposition itself in the Ghanaian telecom market where it has been losing momentum for several years. According to statistics from the National Communications Authority (NCA), the company saw its market share drop from 25.82% in October 2018 to 14.51% in January 2023. Currently, rivals Vodafone and MTN hold 18.17% respectively. % and 67.32% market share of mobile telephony.
Back