Telkom Kenya has unveiled a new corporate identity, which is expected to refresh its operations and give the struggling mobile telecommunications service provider a second chance in the market.
The has firm dropped the Orange name and colour and adopted a combination of blue, white and yellow, which gives it a sexy, youthful appeal as well as a bold presence. It also has a new slogan, “Moving With You”, and abandoned the “Life Changes With Orange”, in what is clearly is a call to enhance it’s battle for market share in Kenya. [see its new logo below]
“The new corporate identity to be anchored on a new logo and slogan heralds a new dawn for Telkom Kenya and sets the stage for the telco’s transformation agenda,” the company said in a statement yesterday.
These changes come after France Telecom sold its entire stake to UK-based private equity firm Helios Investments Partners after a decade of loss-making with Telkom Kenya. The new brand identity, which is set to be unveiled this morning, comes as the 18-month grace period given to Helios by Orange to maintain the ‘Orange’ brand ends, as part of the Sh30 billion deal signed in late 2015.
The rebrand is hoped to re-energise the company and give it the muscle needed to gain more market share in the Kenyan market dominated by Safaricom. It has hinted at disrupting the market with price wars, even as it appears to appeal to more to the youthful customers it has been courting for years.
“We are looking at a new era where Telkom Kenya will no longer be looked at as a sleeping giant, and our users and the market are about to witness a new entity,” said the firm’s new chief technology officer, John Bororot, who was brought in together with other industry insiders including a former Access Kenya managing director Kris Senanu to help turn around Telkom.
Helios Investment Partners bought the entire 70% stake owned by Orange but ceded 10% to the National Treasury, retaining 60%, rising the government shares to 40.
Orange initially bought a controlling 51% stake in the company in 2007 for $390 million (Ksh40 billion). Orange sold its stake after frustration at the Government’s inability to clear the path for the restructuring of Telkom. Since the 2007 privatisation, the governance of Telkom Kenya has been marked by infighting between the Frenchmen and Treasury.
New management structure
In in June, Helios reorgnised Telkom’s business structure into real estate, mobile, fixed and wholesale units, and named a new senior management team.
Aldo Mareuse, a French national and a former chief financial officer at Orascom Telecom Holding, was named chief executive, Amer Atwi was appointed head of mobile division, while John Barorot became chief technical officer. Barorot, who previously held senior technical positions at Safaricom and Airtel, resigned as a non-executive director in Equity Group’s Finserve and Mumias Sugar to take up the role at Telkom.
Telkom also hired former Safaricom’s head of finance, planning and analysis Sundararaman Pattabiraman as its chief finance officer last November, and subsequently made other senior changes.