AXIAN Telecom Rebrands as Yas Group, Unifying Corporate Identity Across Africa
Yas Group will operate across three capability verticals: telecom, digital infrastructure, and fintech.
AXIAN Telecom, the pan-African group behind Yas, announced that it is adopting Yas Group as its new corporate identity, replacing the AXIAN Telecom name across external communications, investor relations, and regulatory engagement. The change follows the November 2024 rebrand that united the Group’s mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania under the Yas brand.
Since its launch, Yas has built strong recognition across the markets it serves. It entered the 2026 edition of the Brand Finance Telecoms 150 report, with a value of USD 277 million, ranking among the world’s top 20 strongest telecom brands. Shortly after, Yas was also featured in the 2026 Brand Finance Africa 200 report, ranking 61st overall by brand value and 43rd for brand strength. The corporate rebrand carries that recognition into how the Group presents itself to its institutional stakeholders.
Yas Group will operate across three capability verticals: telecom, digital infrastructure, and fintech. Its operating brands, including Yas in telecom, TowerCo of Africa (TOA), Stellarix, and Silver Links in digital infrastructure, and Mixx in fintech, will retain their own market identities and continue to be managed as distinct brands.
“Yas is already the name our customers trust for connectivity, digital services and financial inclusion. Taking that name at group level means the business behind the brand now stands for the same promise in every market we serve, and every team in it is working towards one goal.”
– Hassan Jaber, Group CEO, Yas
“When we united our mobile operators under Yas in 2024, the aim was a brand capable of carrying this business at continental scale. Two years of independent recognition confirm that it can. Adopting Yas Group at the corporate level gives our shareholders and partners a single identity to hold us to as we invest in the next phase of growth across Africa.”
– Hassanein Hiridjee, Chairman of the Yas board and CEO, AXIAN Group
