Telkom keeps Orange identity for 18 months ahead of rebranding

What you need to know:

The need to rebrand is always driven by the attributes that define the organisation which may change after an acquisition.
This means changes to an organisation’s culture, values and beliefs need to be managed and communicated carefully.

Telkom Kenya will retain the rights to use the Orange brand for 18 months, as per the sale agreement signed with Helios Investment Partners mid last month.

The Telkom management on Tuesday, however, said there are plans to rebrand the telco.

This comes against the backdrop of the conclusion of the sale of 70 per cent stake that France Telecom held in Telkom Kenya to private equity firm Helios Partners.

Helios now controls 60 per cent of the mobile operator after it ceded 10 per cent to the government, increasing the State stake to 40 per cent from the previous 30 per cent.

“The consumer brand name will change, however, the timing of the brand change will be communicated in due time. We have negotiated nonetheless for a period of up to 18 months, within which to use the Orange brand,” said Aldo Mareuse, the CEO of Telkom Kenya.

The need to rebrand is always driven by the attributes that define the organisation which may change after an acquisition.

This means changes to an organisation’s culture, values and beliefs need to be managed and communicated carefully.

READ: Telkom Kenya owners pump Sh30bn after Helios deal

Already, Helios have re-organised Telkom Kenya business structure that includes the real estate, mobile and fixed telephone units.
The new owners for now say they want to focus on the business by getting fresh talent that can turn around the company and bring it back to profitability.

“Furthermore, we will continue to scout for exceptional talent, from within and without the business, as part of our progressive strengthening of our senior management team,” added the CEO.
Under the reorganised business structure, George Kebasso, the company’s chief carrier services officer, has been appointed the head of wholesale division while Amer Atwi joins the company as head of mobile division.
Prior to the appointment, Mr Atwi was the managing director of Comium, a telco in Gambia.
John Barorot, a former Safaricom chief technical officer, joins the firm as chief technical and information officer.
It recently also hired outgoing AccessKenya deputy CEO Kris Senanu to head its enterprise division.