AXIAN Telecom, the pan-African telecommunications group behind the Yas brand, has announced that it will adopt Yas Group as its new corporate identity. The new name will replace AXIAN Telecom in the company’s external communications, investor relations and regulatory engagements. The move follows the November 2024 rebranding that brought the group’s mobile network operators in Madagascar, Comoros, Senegal, Togo and Tanzania together under the Yas brand.
Since its introduction, Yas has established a strong presence and growing brand recognition across its markets. The brand was included in the 2026 Brand Finance Telecoms 150 report, where it recorded a value of USD 277 million and ranked among the world’s 20 strongest telecom brands. Yas was also recognised in the 2026 Brand Finance Africa 200 report, placing 61st overall by brand value and 43rd in brand strength. The latest corporate identity change extends this growing recognition to the group’s institutional and business stakeholders.
Under the new structure, Yas Group will operate across three main business areas: telecommunications, digital infrastructure and fintech. Its individual operating brands will continue to maintain their existing identities and operate independently within their respective markets. These include Yas in telecommunications, TowerCo of Africa (TOA), Stellarix and Silver Links in digital infrastructure, and Mixx in fintech.
“Yas is already the name our customers trust for connectivity, digital services and financial inclusion. Taking that name at group level means the business behind the brand now stands for the same promise in every market we serve, and every team in it is working towards one goal.”
– Hassan Jaber, Group CEO, Yas
Hassanein Hiridjee, Chairman of the Yas board and CEO of AXIAN Group, said the decision builds on the 2024 move to unify the group’s mobile operators under the Yas name. He noted that the brand’s recognition over the past two years has demonstrated its potential to represent the business across Africa.
“When we united our mobile operators under Yas in 2024, the aim was a brand capable of carrying this business at continental scale. Two years of independent recognition confirm that it can. Adopting Yas Group at the corporate level gives our shareholders and partners a single identity to hold us to as we invest in the next phase of growth across Africa.”
– Hassanein Hiridjee, Chairman of the Yas board and CEO, AXIAN Group
