Free is now called Yas. All activities of the telecom operator will now be grouped under the management of MIXX BY YAS, the parent company of this new unified brand.
The telecom operator Free Senegal changes its name and visual identity to become YAS. All its activities will now be grouped under the management of MIXX BY YAS, the parent company of this new unified brand. The official announcement took place this Tuesday during a press conference at the company’s headquarters in Dakar.
This brand change comes after a strategic transaction. Axian Telecom acquired an additional 40% stake in Free Senegal in July 2023, bringing its total stake to 80%.
« This repositioning aims to capitalize on more than 100 years of cumulative experience in telecoms by the group’s various subsidiaries, particularly in Tanzania and elsewhere for the benefit of Senegal. This synergy will allow Senegal to benefit from best practices and innovations implemented across the continent. », explained Adnan Masud, representative of the Director General.
Axian Telecom, already active in mobile and fixed lines in Togo, continues to expand its continental footprint, including a regional office in Abidjan.
Supporting the digital transformation of Senegal
YAS is part of a dynamic of support for the digitalization of Senegal, an objective stated by the new authorities. “ Digital has become as essential as water and electricity. Our mission is not limited to providing gigabytes and minutes. We want to offer solutions that allow every Senegalese to fully benefit from the digital transition. ”, emphasized Mr. Masud.
YAS will focus on three priorities: listening to customers to meet their needs, introducing and deploying the best global technologies in Senegal and offering proactive solutions, anticipating consumer expectations.
Among the concrete initiatives, the operator continues to deploy 5G and 4G+ throughout the country. Specific offers are also adapted to particular uses, such as monthly packages designed for teachers needing stability rather than high speed.
With YAS, the operator asserts its continental anchorage. The objective is to further integrate local players and support entrepreneurship through programs dedicated to start-ups and informal initiatives, particularly in the areas of e-commerce and artificial intelligence.
YAS will also continue the social responsibility actions started under Free and Tigo. “ We recently inaugurated schools in the southern zone. This work will continue to intensify with YAS », assured the representative of the DG.
Rebranding is not limited to a simple visual evolution. It reflects a promise of continuous improvement, as stated by the DG representative. “ Saying YAS means saying yes: yes to better quality of service, yes to more efficient technology, and yes to a better future for our customers “, he said.
ARD/te/Sf/APA
