Tigo Tanzania rebrands to Yas in shift towards pan-African ambitions

Dar es Salaam. Tigo Tanzania has unveiled a new identity, rebranding as Yas, in a move aimed at consolidating its position as a pan-African digital and financial powerhouse.

The company’s mobile financial services arm, Tigo Pesa, will now operate under the name Mixx by Yas, the firm announced yesterday.

In 2022, Axian Telecom Group of Madagascar, in partnership with Tanzanian businessman Rostam Aziz, acquired Tigo and Zantel.

The rebranding is part of a broader initiative by the Axian Telecom Group to align its subsidiaries across Africa under a unified vision.

The company said such a shift reflects the group’s commitment to driving digital innovation, financial inclusion, and connectivity across the continent. Chairman of the Yas Tanzania board, Mr Rostam Aziz, hailed the rebranding as a pivotal step in the company’s journey.

“Yas is a celebration of Africa’s rhythm and strength. This rebranding is a reaffirmation of our commitment to continue investing and driving digital transformation across mainland Tanzania and the Isles. Together with Axian Telecom Group, we are poised to unlock new frontiers, inspire innovation, and build a better and more connected future for all,” he said.

The rebranding also underscores Axian Telecom’s ambition to unify its services across multiple markets.

“As the business continues to grow and expand, so has our vision. To empower the next generation of digital pioneers, we need to become a Pan-African, multi-markets mobile operator,” said the chairman of the Axian Telecom board, Mr Hassanein Hiridjee.

“We believe Yas will build on the success and legacy we have in the markets and will continue to deliver transformative and inclusive technology solutions through sustainable connections,” he added.

Interim chief executive officer of Yas Tanzania, Mr Jerome Albou, described the rebranding as a turning point. “As Yas, we are your ally in progress, empowering individuals and businesses to thrive. With 23.5 million customers, we remain committed to driving innovation and investing in Tanzania’s youth, who represent the future of the nation”.

Axian Telecom is also aligning its fintech operations under a unified brand, with its mobile financial services in Tanzania, Senegal and Togo now collectively branded as Mixx by Yas.

The change is designed to enhance synergies and streamline services for customers as Africa continues to lead in financial inclusion through mobile payment solutions.

The new identity is a reflection of Axian Telecom’s mission to fuel Africa’s potential by advancing digital inclusion and connectivity. With a legacy spanning decades, Yas Tanzania has played a pioneering role in shaping the country’s digital landscape, offering widespread 4G and the fastest 5G network.