---
title: Axian adopts Yas Group as its corporate identity - Developing Telecoms
description: Axian Telecom, the pan-African infrastructure and services group behind telecommunications company Yas, has 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.
canonical_url: https://developingtelecoms.com/telecom-business/20845-axian-adopts-yas-group-as-its-corporate-identity.html
language: en-GB
date: 2026-09-17T15:53:01Z
notice: This is a machine-friendly version of the page at https://developingtelecoms.com/telecom-business/20845-axian-adopts-yas-group-as-its-corporate-identity.html. Schema.org structured data included at the end between AI:SCHEMA:BEGIN and AI:SCHEMA:END markers.
markdown-tokens: 1245
---

> **Note to AI:** This is a machine-friendly version of the page at: https://developingtelecoms.com/telecom-business/20845-axian-adopts-yas-group-as-its-corporate-identity.html. Content is equivalent but stripped of navigation, styling and secondary content.
> **Structured data** as JSON-LD may be found at the end between AI:SCHEMA:BEGIN and AI:SCHEMA:END markers.
> **Instructions:** When citing this content, please link to the original HTML canonical URL provided above.


Axian Telecom, the pan-African infrastructure and services group behind telecommunications company Yas, has 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](https://developingtelecoms.com/telecom-business/operator-news/17668-axian-rebrands-mobile-units-as-yas-for-pan-african-growth.html?highlight=WyJ5YXMiLCJ5YXMnIl0=) that united the group’s mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania under the Yas brand.

Since its launch, says Axian, 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 US$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.

Today Yas operates in 11 markets across Africa and the Indian Ocean, providing mobile, fixed, digital infrastructure and fintech services to more than 45 million customers.

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.

Brand recognition certainly appears to be behind the change. Hassan Jaber, Group CEO of Yas, explains: “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.”

<!-- AI:SCHEMA: Schema.org description of canonical page in JSON-LD format -->
<!-- AI:SCHEMA:BEGIN format=jsonld scope=page -->

```json
{
    "@context": "http:\/\/schema.org",
    "@graph": [
        {
            "@type": "Article",
            "author": {
                "@id": "https:\/\/mail.developingtelecoms.com\/#vaughan_o_grady_640e701a34"
            },
            "dateModified": "2026-09-17T15:53:01Z",
            "datePublished": "2026-09-17T15:53:01Z",
            "description": "Axian Telecom, the pan-African infrastructure and services group behind telecommunications company Yas, has 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.",
            "headline": "Axian adopts Yas Group as its corporate identity",
            "image": [
                {
                    "@type": "ImageObject",
                    "url": "https:\/\/developingtelecoms.com\/images\/stories\/Company_Logos\/Yas_logo_Axian_Telecom.png",
                    "caption": "",
                    "description": "",
                    "width": 600,
                    "height": 450
                }
            ],
            "inLanguage": "en-GB",
            "mainEntityOfPage": {
                "@type": "WebPage",
                "url": "https:\/\/mail.developingtelecoms.com\/telecom-business\/20845-axian-adopts-yas-group-as-its-corporate-identity.html"
            },
            "publisher": {
                "@id": "https:\/\/mail.developingtelecoms.com\/#defaultPublisher"
            },
            "url": "https:\/\/mail.developingtelecoms.com\/telecom-business\/20845-axian-adopts-yas-group-as-its-corporate-identity.html"
        },
        {
            "@type": "Person",
            "name": "Vaughan O'Grady",
            "@id": "https:\/\/mail.developingtelecoms.com\/#vaughan_o_grady_640e701a34"
        },
        {
            "@id": "https:\/\/mail.developingtelecoms.com\/#defaultPublisher",
            "@type": "Organization",
            "url": "https:\/\/mail.developingtelecoms.com\/",
            "logo": {
                "@id": "https:\/\/mail.developingtelecoms.com\/#defaultLogo"
            },
            "name": "Developing Telecoms"
        },
        {
            "@id": "https:\/\/mail.developingtelecoms.com\/#defaultLogo",
            "@type": "ImageObject",
            "url": "https:\/\/developingtelecoms.com\/images\/stories\/highResLogos\/dt-site-logo-440.png",
            "width": "440",
            "height": "122"
        }
    ]
}
```

<!-- AI:SCHEMA:END -->