AXIAN Telecom, the pan-African telecommunications group behind Yas, has adopted Yas Group as its new corporate identity. The change replaces the AXIAN Telecom name across external communications, investor relations and regulatory engagement.
The move follows the November 2024 rebrand that brought the Group’s mobile network operators in Madagascar, Comoros, Senegal, Togo and Tanzania under the Yas brand.
Since its launch, Yas has strengthened its recognition across the markets where it operates. The brand was included in the 2026 Brand Finance Telecoms 150 report, recording a value of $277 million and ranking among the world’s top 20 strongest telecom brands.
Yas was also featured in the 2026 Brand Finance Africa 200 report, ranking 61st overall by brand value and 43rd for brand strength. The adoption of Yas Group at corporate level is intended to extend this recognition to the Group’s institutional stakeholders, investors and partners.
Yas Group will operate across three key capability verticals: telecommunications, digital infrastructure and fintech.
Its operating brands will retain their individual market identities and continue to be managed as distinct businesses. These include Yas in telecommunications, TowerCo of Africa, Stellarix and Silver Links in digital infrastructure, and Mixx in fintech.
Hassan Jaber, Group CEO of Yas, said the corporate identity reflects the trust customers have developed in the Yas brand across connectivity, digital services and financial inclusion. He added that the Group’s businesses are now aligned around a shared identity and common growth objectives.
Hassanein Hiridjee, Chairman of the Yas board and CEO of AXIAN Group, said the 2024 rebrand was designed to create a brand capable of operating at continental scale. He noted that the brand’s independent recognition supported the decision to adopt Yas Group as the corporate identity.
The rebrand is expected to provide shareholders, regulators, partners and other institutional stakeholders with a single identity representing the Group’s activities across Africa.
With operations spanning telecom, digital infrastructure and fintech, Yas Group aims to strengthen its position as a diversified digital services and infrastructure group while continuing to expand its presence across African markets.
