Mobilink recently consolidated its entire range of brands into a single – and claimed to be as one simple – brand.
Jazz, Jazba and Indigo brands have been absorbed into Mobilink, with
the prepaid and postpaid portfolios continue to exist, Mobilink’s entire
services portfolio is to remain the same as before.
Practically speaking there’s no change for the customers. Tariffs,
plans, bundles are to remain the same. However, on papers, Mobilink is a
all together a new company today. With new logo, tagline and
philosophy, Mobilink is all set to get to the next level.
Rashid Khan, President & CEO, Mobilink highlighted,
“Mobilink’s success over the last two decades has been
built on pillars of leadership, innovation, teamwork and positivity.
Today, we cater to a demographically younger audience in an increasingly
cluttered marketplace, which made it necessary to migrate from
complexity to simplicity.
Our new vision of ‘Being One’ is an accurate reflection of our
continued focus on being the market leader in everything that we do. The
launch of the new brand is also Mobilink’s recommitment to excellence
in our Corporate Responsibilities, be it to our business, customers,
employees or the communities in which we operate.”
What Triggered the Mobilink to Rebrand?
As part of Orascom-Vimplecom deal all Orascom operations were bound to rebrand in all operating markets. Just like Orascom had announced to rebrand itself
to become Global Telecom Holding in late 2012, inline with the outcome
of the deal, Mobilink has reshaped itself along with changing the
architecture of its brands.
When asked the same question from Mobilink, it said that in an
increasingly cluttered marketplace, it was necessary to migrate from
complexity to simplicity, to stand for one set of beliefs instead of
several, to engage with emotions instead of price-wars, and to focus on
retention instead of acquisition.
Mobilink said that it needed to collect itself and re-emerge from a
house of brands into a branded house. “We did this by engaging in an
exhaustive and classified, organization-wide project which resulted in
re-positioning ourselves as ‘Being One’”, said Mobilink.
What will Happen Jazz, Jazba and Indigo Brands?
The prepaid and postpaid portfolios continue to exist. However, the
Jazz, Jazba and Indigo brands have been absorbed into Mobilink itself as
the flagship platform. All future services will adhere to flagship
branding.
Mobilink will continue to capitalize on the Jazz brand equity on some
retail assets in order to avoid any confusion in the minds of
consumers. However, this is a transition phase and the dependence on the
Jazz brand equity, and its presence, will gradually fade away.
What’s in it for a Customer?
As a customer, we are sure, you must be concerned about the benefits
that would be available to you after this revamp. We asked Mobilink the
same and here’s what Mobilink said:
This is an exciting time for the brand for both our
consumers as well as the telco sector. The launch of the new brand is an
opportunity to re-commit ourselves to excellence in our corporate
responsibilities through business, customers, employees or the
communities in which we operate.
The success of the new Mobilink will be built on our continuing
endeavor of Being One as we reach out and touch Har Dil, Har Din.
Above few lines, if translated into simple English, means there’s
nothing much for the consumer. Yes, they can feel happy for a new look
that their company has gotten and enjoy the feel of oneness.
Last but not the least, Mudassar Jehangir – a fellow blogger – did a
story on Mobilink’s rebranding. He thinks that Mobilink’s new Logo is
being inspired by various other local and international brands.
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