AirtelTigo, a telecommunications company based in Ghana, has revealed its new brand name, "AT," and will operate under this new identity going forward. This rebranding effort encompasses all of the telecom operator's sub-brands, namely AT Money, AT Business, AT Premier and AT Insurance. Additionally, the change will be reflected in all future communications, marketing materials and branding initiatives undertaken by the company.
The decision to rebrand as "AT" aims to streamline the brand and facilitate easier identification and interaction for customers, as explained by AirtelTigo Chief Executive Officer, Leo Skarlatos. It is noteworthy that this rebranding comes approximately two years after the Ghanaian government's acquisition of the company for $1.
AirtelTigo was formed in November 2017 through the merger of Bharti Airtel and Millicom International Cellular in Ghana. The merger aimed to enhance competitiveness in the Ghanaian telecoms market, where they ranked 4th and 3rd in market share, respectively. The new brand identity, "AT," provides an opportunity for AirtelTigo to reposition itself as it has faced declining market share. Currently, Vodafone holds 18.17% and MTN dominates with 67.32% of the mobile market.
