Global aspirations: Zain rebrands Celtel Africa operations
World’s first borderless mobile network now connects Africa and Middle East
1 August 2008 - Nairobi, Kenya - Zain Group, the leading telecommunications mobile operator servicing over 50 million customers in 22 countries across the Middle East and Africa, today announced it has re-branded its entire African operations from Celtel to Zain (www.zain.com). The move coincides with the linking of the world’s first borderless mobile service ‘One Network’ across two continents.
14 country operations across Africa will immediately rebrand to Zain, namely: Burkina Faso, Chad, the Republic of Congo, the Democratic Republic of Congo, Gabon, Kenya, Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda and Zambia. Zain will launch its mobile operation in Ghana later in 2008.
At a press conference held in Nairobi, Dr. Saad Al Barrak, Zain Group’s Chief Executive Officer, noted: “By rebranding to Zain, we are bringing together our African and Middle East operations under a single, strong and unique identity. We believe the Zain brand provides an optimal platform upon which we can build a top 100 global brand with the ultimate goal of better serving our customers. It builds upon the success of our African operations and will propel the Zain Group towards becoming one of the top ten global mobile telecommunications companies by 2011.”
To mark the launch of its new colourful identity across Africa, Zain also announced the creation of the world’s first cross-continental borderless network, extending and linking its ‘One Network’ service between Africa and the Middle East. The service will be available to 500 million people stretching from the west coast of Africa to the Middle East, covering an area larger than the United States of America. One Network allows Zain customers affordable cross-border communications, helping friends and families stay connected.
“This truly is a defining moment in the history of global telecommunications. The connecting of One Network across two continents demonstrates how under one brand, Zain is able to offer enhanced mobile telephony services. Going forward it will now be easier and more affordable for people to keep in touch and support cross-continent trade and enterprise. This is the essence of the Zain brand promise to create ‘A wonderful world’” commented Dr Al Barrak.
From today, all Zain customers (pre-paid and post-paid) in Africa and the Middle East using ‘One Network’ will enjoy the benefits of being treated as a ‘local’ customer wherever they are. Customers can make calls and send messages at local rates when communicating with a travelling Zain customer who will receive incoming calls free-of-charge and be able to make calls back home at local rates. Pre-paid customers can also top up their phones with recharge cards bought from either their home country or more than one million outlets available in one of the 15 One Network countries. The One Network service is automatically activated upon crossing the geographic border into one of the countries, with no prior registration required or sign-up fee.
Chris Gabriel, CEO Zain in Africa said “We are confident that our African customers will embrace the vibrant and colourful Zain identity. As one brand, we will be better positioned to offer customers more innovative products and services alongside the best network coverage on the continent.”
The rebranding of Celtel comes less than a year after the Zain brand became the Group’s master corporate brand that was successfully launched across its Middle Eastern markets.
Notes to editors:
1.1) The Zain brand identity
The Zain brand and its new theme (A wonderful world) capture the energy, inspiration and diversity of the Group’s customers, employees and other stakeholders. The new logo and its colourful identity reflect the Group’s freshness, boldness and vitality with the ‘swirl’ communicating the idea of an aura, something important to human life echoing growth, progression and diversity.
The new identity was developed in partnership with some of the world’s leading consulting firms and advertising agencies. Brand architect Tito Alai, the Zain Group’s Chief Commercial Officer, said: “The name Zain was selected from a list of over 400 after extensive research across many countries and cultures validated its broad global appeal. Although it was chosen for its simplicity, memorability and ease of pronunciation across the global marketplace, as an added bonus Zain was found to be rich in positive connotations in many cultures around the world.” Notably Mr. Alai added: “Zain tested extremely well among cross sections of the potential global audience and with the planned investment will become a formidable brand within a short period.”
1.2) One Network
The following countries currently participate in ‘One Network’:
Africa: Burkina Faso, Chad, the Republic of Congo, the Democratic Republic of Congo, Gabon, Kenya, Malawi, Niger, Nigeria, Tanzania and Uganda.
Middle East: Bahrain, Iraq, Jordan and Sudan.
Ghana and Saudi Arabia will join on commencement of commercial services. Zain plans to roll-out One Network in all its operations, subject to regulatory approvals.
1.3) Zain in Africa focus on the community
Serving over 35 million customers on the African continent, Zain is committed to helping to open up an exciting world of new possibilities and opportunities, in culture, health and education, and acting responsibly in the communities where it operates is an integral part of its business. Zain has pioneered a range of education-based initiatives across Africa and is partnering with governments and communities to help them achieve the UN Millennium Development Goals. For example, in the last year alone, Zain has donated millions of dollars worth of books and educational supplies to government-owned schools in Africa. Also Zain is partnering the Earth Institute and Ericsson in providing mobile telephony to over 400,000 people in remote areas of Africa.
Zain is also committed to supporting Africa's passions, be it in culture or music. Most recently Zain was a global sponsor of the 2008 Mandela Concert in London in June, which honoured Nelson Mandela's 90th birthday and raised substantial funds for his charitable work, as well as increasing the profile of African artists who Zain sponsored to attend and perform at the concert. Zain gave people across Africa the chance to participate in the event by offering its mobile phone networks to well-wishers wanting to send text messages wishing Nelson Mandela a happy birthday. All the money raised from this was given to the 46664 campaign.
1.4) Awards and achievements
Zain has been honoured with a number of awards. Most recently, Zain was awarded the CBC African Business Award 2008 for the “Best Telecoms’ Company in Africa”. In September 2007, the Group won three prestigious industry awards including Overall Operator of the Year at the second annual CommsMEA telecom awards for the Middle East and Africa. It also won New Telecoms Service of the Year for One Network while Group CEO Dr. Saad Al Barrak was privileged to receive a Lifetime Achievement award for his pioneering efforts in the industry.
1.5) The Zain Group and Global Brand Benefits
The Zain Group is recognized as the pre-eminent telecommunications company in the Middle East and Africa region. The company has witnessed exponential growth over the last four years emerging from a single operator in Kuwait in 2003 to a 16,000-employee company offering a range of advanced mobile voice and data services to over 50 million active customers. The Group’s economic and social contributions to the 22 countries in which it operates are both extensive and significant.
With a market capitalization exceeding US$25 billion as at 30 June 2008, Zain Group shares will continue to be publicly traded on the Kuwait Stock Exchange (KSE).
For more information please visit www.zain.com
