LAGOS- Following the rebranding of Celtel Nigeria to Zain, the Chief Executive Officer of the company, Mr. Adebayo Ligali, has explained that all Zain customers will experience and enjoy a similar and consistent quality of service, reliability and standards of excellence wherever they live, work and travel in the Middle East, Africa and globally.
Speaking at the media launch of the new brand identity, Mr. Ligali told journalists that “as we continue to expand our boundaries of operation, our customers will benefit through synergies of the common products and services that are currently offered and of those that will be developed in the future.
Ligali said that 12 of the 14 African operations in the Zain Group had already created One Network, the first borderless mobile network, which serves about 600 million people or approximately 20 per cent of Africa’s population.
He revealed that the intention was to expand the number of countries to 22 across Africa and Middle East, “enabling our customers to fully benefit from a Global Brand with superior coverage and quality of service capturing share of mind across national boundaries linked with opportunity to move freely across geographic borders without roaming charges”.
The CEO added that the global brand alignment, aside providing a level playing field with other flagship operators, would also provide the Nigerian company access to resources of a global wireless leader.
Another vital benefit of rebranding to Zain, he told reporters, is speed to market through global innovation of products and services in addition to the economies scale, which is achievable in creative development and media buying, among others.
With the rebranding of its African operations, Zain was now a recognised pre-eminent telecommunications company in the Middle East and Africa regions, with clear global ambition-to become one of the top 10 players by 2011.
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