Telecom giant Tigo Tanzania rebrands as Yas

Dar es Salaam. Telecom company formerly known as Tigo Tanzania has officially rebranded and will now operate under the name Yas.

Tigo, which entered the Tanzanian market three decades ago as Mobitel before rebranding to Buzz and later Tigo, unveiled the new name on November 26, 2024, in Dar es Salaam.

This rebranding is part of a wider initiative across all five African countries where the company operates.

The launch event, which included stakeholders from the communications and digital finance sectors, was attended by Jerry Slaa, the Minister for Information, Communications, and Technology.

As part of the rebranding, the company’s mobile money service, previously known as Tigo Pesa, has also been renamed to Mixx by Yas.

Yas (formerly Tigo) is owned by Honora Tanzania Public Limited, which is part of the Axian Telecom Group.

At the event, the company executives highlighted the rebranding as a key step in showcasing their commitment to leading digital innovation and empowering the Tanzanian economy.

This name change is not exclusive to Tanzania but is part of Axian Telecom Group’s larger strategy to unify the branding of its subsidiaries across Africa, creating a stronger and more recognizable brand across the continent.

Rostam Azizi, Chairman of the company’s Board, explained, “This change represents our ongoing commitment to invest in and drive digital transformation across mainland Tanzania and the islands. Together with Axian Telecom Group, we are ready to continue opening new opportunities, fostering innovation, building a better tomorrow, and connecting more people.”

Yas and Mixx by Yas are designed to embody the company’s vision of becoming a key player in Africa’s digital innovation, creating boundless opportunities to improve lives through digital and financial services for millions of Tanzanians.

Hassanein Hiridjee, Chairman of Axian Telecom, added, “Our company has been on a steady journey to connect Africans through our growing brands. To empower the next generation, we must operate as a brand that spans multiple nations, uniting Africa under one vision.”

Jerome Albou, interim CEO of Honora Tanzania, explained that the rebranding process had been in the works for over two years and is now being rolled out in all five countries where the company operates.

“We’ve been at the forefront of innovation, and we will continue to lead. Our customers can expect exciting things. Every day, we focus on understanding what they need and continue to improve our services,” Albou said.

During the launch, Minister Slaa commended the company for its contribution to Tanzania’s communication services since the Mobitel days.

“Honora’s investment has played a significant role in advancing communication services in Tanzania by increasing the number of internet users and mobile transactions,” Slaa said, noting that his ministry oversees communication services in the country.