The Axian Group, based in Madagascar, has announced the rebranding of its mobile network operators in Madagascar, the Comoros, Senegal, Togo, and Tanzania under the unified Yas brand.
Initially focused on its domestic market in Madagascar, Axian Telecom has gradually expanded its presence in Africa in recent years and now operates in nine countries.
Mobile services remain at the heart of Axian's business, with 42.9 million subscribers in the third quarter of 2024. The rapid growth of its customer base positions it among the top 10 mobile groups in SSA and as a key player in the African telecoms landscape.
MADAGASCAR: Axian is the leader in the telecoms market through its flagship brand Telma. In the third quarter of 2024, Telma's subscriber base had grown to 14.6 million, representing 68% of Madagascar's 21.5 million mobile users.
In 2018, Axian entered SENEGAL, its first mobile market in continental Africa, through the joint acquisition of Tigo Senegal with French telecommunications businessman Xavier Niel, now known as FREE Senegal.
In 2019, Axian acquired TOGO's national mobile operator, Togocom. Currently the leader in the local mobile market with a 60% market share, Togocom has increased its customer base from 3 to 4.4 million over the past four years, while its only competitor, Moov Togo, has stagnated.
To capitalize on this growing customer base, Togocom launched its mobile money service a month ago. Following the example of Axian's fintech operations in Senegal and Tanzania, the service will be renamed Mixx by Yas.
Axian Telecom also operates in KENYA and has submitted an official notice for the acquisition of the Wananchi Group, the parent company of the Zuku brand, which operates in Kenya, Uganda, Tanzania, Zambia, and Malawi.
YAS is now the new brand name for FREE Senegal, TOGOCOM, and TELMA.