AXIAN Telecom becomes Yas Group as Africa’s telecom, infrastructure and fintech businesses align under one corporate identity
AXIAN Telecom has adopted Yas Group as its new corporate identity, replacing the AXIAN Telecom name in external communications, investor relations and regulatory engagements as the pan-African telecommunications group consolidates its operations under the Yas brand.
The change builds on the group’s November 2024 rebrand, which brought its mobile network operators in Madagascar, Comoros, Senegal, Togo and Tanzania under the Yas name.
The group said the move reflects the growing recognition of Yas and is intended to create a unified corporate identity for its institutional stakeholders as it expands its telecommunications, digital infrastructure and fintech businesses across Africa.
Yas recorded a brand value of $277 million in the 2026 Brand Finance Telecoms 150 report, placing it among the 20 strongest telecom brands globally. The brand was also ranked 61st overall by brand value and 43rd for brand strength in the 2026 Brand Finance Africa 200 report.
Under the new corporate structure, Yas Group will operate through three main business areas: telecommunications, digital infrastructure and 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.” Said Hassan Jaber, Group CEO of Yas.
Its operating brands will continue to retain their individual identities. These include Yas for telecommunications, TowerCo of Africa (TOA), Stellarix and Silver Links for digital infrastructure, and Mixx for fintech.
“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.” Added Hassanein Hiridjee, Chairman of the Yas board and CEO of AXIAN Group.
Ultimately, the corporate identity change does not alter the positioning of the group’s individual operating businesses, which will continue to operate under their established brands in their respective markets.
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