Exactly one year after UK private equity firm, Helios Investment Partners, announced the acquisition of a 60% shareholding in Telkom Kenya via Jamhuri Holdings, the Kenyan telco has this week been rebranded from ‘Orange’ to ‘Telkom’.
Telkom’s former majority shareholder, Orange Group (previously known as France Telecom), sold its majority stake in the Kenyan firm last year, in a deal that was completed in June, 2016. The Kenya government still owns 40 percent of the telco.
(TOP: Telkom CEO Aldo Mareuse – second left – with – from left – Telkom chair Eddy Njoroge, Treasury CS Henry Rotich, ICT CS Joe Mucheru and CA Director General Francis Wangusi during the launch of the new brand).
After the coming on board of a new majority shareholder, Telkom embarked on a series of transformation programmes, to address target areas that were critical for change, before the launch of the new brand: strategic investment in infrastructure and long term investment in its human capital.
“All our actions over the past 12 months were designed to bring about holistic change to the customer’s value proposition. Our new brand, Telkom, brings with it freedom and choice to the consumer and prospective consumer,” said Telkom CEO Aldo Mareuse in a release issued after the rebranding announcement on June 6.
“This important shift in Telkom’s strategic rebrand was also informed in response to a need of reaching out to varied customer segments with the right products and solutions, reflecting current market dynamics,” added Mareuse.
From its former orange and yellow brand colours, Telkom’s new branding comes with new colours – yellow and light blue – a new logo, tagline – moving with you – as well as a redesigned website.
“Telkom signifies our focus on the future and our efforts to effectively reach out to a wider audience as a relevant, innovative, and forward-thinking brand that is committed to providing alternative choice to the consumer,” says company CEO, Aldo Mareuse.
Apart from the unveiling of a new brand, the telco has planned a series of market activations and stakeholder engagement activities over the coming weeks.
Apart from Telkom Kenya, Helios already has a stake in other Africa-based ICT firms including Wananchi Group, Interswitch, Helios Towers Africa, Mall for Africa, Africatel, Helios Towers Nigeria and Afsat Communications.