One year ago, AXIAN Telecom introduced Yas, a unified and human-centred brand bringing together its mobile network operations in Togo, Comoros, Tanzania, Madagascar, Senegal, and Mixx, a unified brand for its fintech operations in Tanzania, Senegal and Togo. Today, both Yas and Mixx celebrate their first anniversary and reflect on a year shaped by progress, innovation and a renewed commitment to their purpose: helping everyone succeed in an increasingly digital world.

From the beginning, Yas and Mixx set out to make technology more accessible, inclusive and empowering. The brands were never intended to be a simple change of names. They were created to inspire a generation of young, digitally savvy Africans with the goal to champion progress and potential. As trusted digital allies, they enable people to unlock their digital potential and seize the possibilities of the digital world. A year later, that purpose continues to guide their ambition and inspires the teams working across the continent.

The launch of Yas and Mixx also created a strong, unified identity across diverse markets. This alignment encouraged deeper collaboration and ignited a shared sense of optimism and ambition among teams. Together, they have expanded connectivity, enhanced financial access, improved customer experience and brought the Yas and Mixx spirit of possibilities to life in ways that matter to millions.

Over the past year, Yas has made major strides in widening access to connectivity and strengthening network performance. Hundreds of new sites have been rolled out, bringing coverage to communities that had previously been underserved. The modernisation of infrastructure has delivered faster speeds, better reliability and a smoother customer experience. These improvements supported the addition of 4.5 million new customers to the Yas family.

Across all five markets, Yas teams played a defining role in this growth. Each country advanced the brand’s vision in ways that reflect its unique context, from reinforcing network leadership and accelerating digital innovation to deepening inclusion efforts and elevating youth-focused digital experiences. Collectively, these achievements demonstrate how a unified purpose can create meaningful, continent-wide impact.

To mark the first anniversary, Yas is launching #CelebrateWithYas, a multi-market celebration that brings the brand’s purpose to life in vibrant and memorable ways. The campaign invites customers, creators, partners and employees to join the festivities through user-generated content, anniversary giveaways, collaborations with local talent and customer appreciation experiences across all Yas markets. It serves as a rallying call for the next chapter and signals that this is only the beginning, encouraging everyone to level up with Yas and share in the spirit of progress.

Reflecting on the first year of Yas, Hassan Jaber, CEO of AXIAN Telecom, said: “This first year has shown what is possible when we unite behind a shared purpose. Yas represents our belief that connectivity, innovation and inclusion should be accessible to everyone, and I am incredibly proud of what our teams have accomplished across all five markets.

From expanding network coverage to modernising infrastructure and introducing new digital experiences, including the continued growth of Mixx, our people have worked with passion and commitment to bring our vision to life.

As we look ahead, our ambition is to build on this momentum. We will continue investing in network excellence, accelerating digital and financial inclusion and creating experiences that empower individuals, businesses and communities across Africa. The journey of Yas has only just begun, and I am confident that the next chapter will unlock even greater possibilities for everyone we serve.”

Erwan Gelebart, CEO Digibank and Fintech commented: “In our first year, Mixx has focused on expanding access to simple, reliable and empowering financial solutions across Tanzania, Togo and Senegal. From accelerating digital payments to launching new credit products like Nivushe in Tanzania, we are already seeing the difference that inclusive financial tools can make for individuals and businesses. This milestone is only the beginning, and we remain committed to building a financial ecosystem that helps people grow and thrive.”

As Yas and Mixx mark their first anniversary, the brands extend their appreciation to customers, communities, partners and employees across Africa. Their support and belief in the Yas and Mixx vision have shaped this first chapter and will continue to guide the impact the brands aim to make in the years ahead.

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About AXIAN Telecom

AXIAN Telecom is a pan-African telecommunications service provider operating in eleven markets in Tanzania, Madagascar, Togo, Senegal, Uganda, Kenya, Democratic Republic of the Congo, Comoros, Malawi, Réunion, and Mayotte. It operates across three key business segments, providing mobile and fixed networks as well as digital infrastructure and mobile financial services.

AXIAN Telecom has unified its mobile network operators in Madagascar, Comoros, Senegal, Togo and Tanzania under a single brand, Yas, while its fintech operations in Tanzania, Togo and Senegal are now branded as Mixx by Yas. The Yas brand aligns to AXIAN Telcom’s aim to create a pan-African powerhouse which brings a more streamlined customer experience and innovations that are solutions driven with real impact.

Yas positions itself as a trusted partner, dedicated to helping customers unlock their digital potential. By uniting its operations under one brand, AXIAN Telecom can better serve its customers leveraging the combined resources and assets of a strong, unified pan-African business under one brand.

Yas is Africa’s 6th largest mobile operator serving more than 41 million customers and is a market disruptor, having expanded through active acquisitions and heavy network investments since 2015.

Yas systematically ensures that its businesses have a sustainable and positive impact on the daily lives of millions of people. Find more about AXIAN Telecom: www.axian-telecom.com