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Tunisiana becomes “Ooredoo” as global brand roll-out continues

April 27, 2014 2:30 pm

Ooredoo Group announced today that its Tunisian operations have fully adopted the global Ooredoo brand, as the company continues to make strong progress on launching the brand across the MENA region and South East Asia.

Ooredoo’s Tunisian operations join colleagues in Qatar, Algeria, the Maldives, and Myanmar in deploying the Ooredoo brand, following the global brand launch in February 2013. Tunisiana was Tunisia’s first privately-owned telecommunications company, launching in 2002, and successfully introduced the Ooredoo brand in Tunisia in July 2013.

As a community-based company, Ooredoo is focusing on delivering a wide range of life enhancing services that promote human growth and “democratising data”.

In Tunisia, the company adopted the new brand virtually overnight, transforming all customer touch points including all the direct channels across the country, and plans to complete the rebranding of all third party shops in just four weeks.

To mark the occasion, a special brand inauguration ceremony was held in Tunis, attended by senior Ooredoo officials, representatives from the public and private sectors, and the media.

Speaking at the event, Dr. Nasser Marafih, Group CEO, Ooredoo, said: “Today is a key moment in the history of Tunisia’s communications sector. Adopting the new brand will enable Ooredoo to better leverage our global resources to promote human growth in Tunisia. Technology can unlock young people’s potential, enabling them to become entrepreneurs and leaders, and enable women to better support their families and pursue their ambitions. Ooredoo will work with our customers every step of the way to help them reach their goals.”

Ooredoo is dedicated to driving technology innovation and enhancing the customer experience across Tunisia. As part of this strategy, Ooredoo is investing in high-speed networks, including the nationwide 3G mobile broadband network, and is rolling-out the next generation fibre network in central business districts.

In line with the brand adoption, Ooredoo aims to “democratise data” in Tunisia, with the goal of enabling all of its customers to experience the transformative benefits of mobile broadband, while strengthening its leading position in data and driving enhanced data revenues.

Kenneth Campbell, CEO, Ooredoo Tunisia, said: “Tunisia democratised the mobile in Tunisia, and now Ooredoo will democratise data for Tunisians, to further enhance the customer experience. In parallel with the launch of the new brand, our customers will see further tangible benefits in the coming weeks, thanks to a wide range of exciting new offers that will make data more affordable and accessible.”

Ooredoo has already seen strong take-up of the Samsung Galaxy S5 smartphone, which Ooredoo launched exclusively for its customers in Tunisia on 15 April. Now Ooredoo will launch a series of data offers that target residential, business, 3G and fixed-line customers, democratising data and driving mobile broadband penetration.

In particular, Ooredoo will be launching affordable Ooredoo-branded smartphones, and a buyback service for trading in old devices for new ones. Exclusively in Tunisia, Ooredoo customers will be able to use a beIN SPORTS set-up box to watch this summer’s sporting events.

Ooredoo’s community based activities are based on two umbrella platforms: Ooredoo Machroui, which supports youth, and Ooredoo Toufoulati, which empowers children with special needs.

Under Ooredoo Machroui is the award-winning Najja7ni (“Make Me Succeed”) mobile service, which provides employment, education, and English language resources for more than 800,000 customers, complemented by a branded eLearning programme for engineering students.

Supporting young entrepreneurs, Ooredoo recently debuted Intilaq, an ICT start-up incubation programme funded with TUN 28.4 million (USD 18 million), in partnership with the Qatar Friendship Fund and Microsoft. Intilaq is the next stage of evolution for Startup Factory, which has provided full support for Tunisian start-ups since 2012.

Ooredoo Toufoulati programmes include the Therapeutic Camp that reintegrates children with disabilities back into society; Schools at Hospitals that will build classrooms for long-term paediatric patients; “Unité de Vie” (“Unity of Life”) that helps families who have children with leukaemia; and the Tunisia Junior Football Tournament that promotes sport in underserved regions and provides the winning team with a new multipurpose field.

Demonstrating Ooredoo’s success in meeting the needs of its customers, about 250,000 Tunisian customers have used its mobile money service “Mobiflouss” to top-up their accounts, transfer money, pay bills, and apply for government scholarships since its launch in 2013.

Driving youth to lead healthy lifestyles through the power of sport, Ooredoo is sponsoring 10 top Tunisian football teams through to 2016, and one of the country’s most popular sports television channels.

Looking ahead, Ooredoo is committed to driving a range of youth initiatives in Tunisia and across its markets. These include its work with the Leo Messi Foundation on mobile health clinics and with French football team Paris Saint-Germain on a community coaching programme.