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Tanzanian telco giant unveils bold rebranding, promises enhanced services

The Acting Executive Editor of Mwananchi Communications Limited (MCL), Mpoki Thompson (right), engages in an exclusive interview with the interim Chief Executive Officer of Yas Tanzania, Jérôme Albou (left).

By  SEIF KABELELE

What you need to know:

  • Mr Albou emphasised that their overarching ambition is to deliver unmatched service excellence across all their products.

Dar es Salaam. The interim Chief Executive Officer of Yas Tanzania, Jérôme Albou, has revealed that the names "Yas" and "Mixx by Yas" reflect a highly creative rebranding initiative designed to redefine the business and offer a unique market presence.


The interim Chief Executive Officer of Yas Tanzania, Jérôme Albou (left), engages in an exclusive interview with the Acting Executive Editor of Mwananchi Communications Limited (MCL), Mpoki Thompson (centre). 

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Mr Albou emphasised that their overarching ambition is to deliver unmatched service excellence across all their products.

"We have had 30 successful years as Tigo,14 years as Tigo pesa and now we transition to Yas. The name was inspired by outstanding innovation, representing superior and enhanced services," he said.

Mr Albou shared these insights on Monday, December 2, 2024, during an exclusive interview with Mpoki Thompson, the Acting Chief Executive Editor of Mwananchi Communications Limited (MCL), at Yas Tanzania’s headquarters in Dar es Salaam.

The Chief Officer of Mixx by Yas, Angelica Pesha, provided further clarity on the rebranding, explaining that the platform's name captures the diversity of their financial services, which extend well beyond the basic functions of sending and receiving money.

The Chief Officer of Mixx by Yas, Angelica Pesha (right), speaks during an exclusive interview with the Acting Executive Editor of Mwananchi Communications Limited (MCL), Mpoki Thompson (centre). On the left is the interim Chief Executive Officer of Yas Tanzania, Jérôme Albou.

"With Mixx by Yas, our customers gain access to far more than just transfers and payments. We now offer loans, savings, and other features—a blend of services that inspired the name 'Mixx.'

"Our message to our customers is simple: only the name has changed. What was 'Tigo Pesa' is now 'Mixx by Yas,' but the services and products remain exactly the same," Ms Pesha assured.

On the challenges encountered during the rebranding, Ms Pesha highlighted, "The biggest challenge has been people’s expectations to see terms like 'money,' 'pesa,' or 'hela' in the name. However, this challenge has turned into an opportunity to showcase our creativity. Without such feedback, the transformation wouldn’t feel as meaningful."

Speaking about the rebranding process, Mr Albou commended the Tanzanian government for its substantial role in facilitating the transition.

"In this rebranding journey, we collaborated closely with various private organisations and regulatory bodies, including the Tanzania Communications Regulatory Authority (TCRA)" he said.

After concluding the interview, the interim Chief Executive Officer of Yas Tanzania, Jérôme Albou (left), the Acting Executive Editor of Mwananchi Communications Limited (MCL), Mpoki Thompson (centre), and the Chief Officer of Mixx by Yas, Angelica Pesha (right), stood together for a photo.


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