News
Celtel spreads its wings to Madagascar
The company which recently bought Nigeria's Vmobile, Celtel has formally re-branded Madacom which was acquired in November 2005, during a ceremony held in Madagascar.The inauguration welcomed the company to the Celtel family and part of the largest Pan African mobile phone company on the continent. The event was dominated by red and yellow as the new Celtel brand was unveiled. Presenting the new brand, the Managing Director, Emilienne Macauley (Mrs.) said "the launch of the Celtel brand in Madagascar is a big achievement for the group and part of our strategy to continue to connect the people of Africa like no other company has been able to do to date."
"The new Celtel Madagascar brand and slogan are not just empty statements, everyday we continue to touch more and more people's lives by providing them with the vital service of reliable and affordable telecommunication services. Mobile communications is not a luxury but rather a necessity, a catalyst for the development of communities. By pioneering the mobile industry in Africa we truly believe we have been able to play our part in making life better, and we are indeed committed to continue to do so in Madagascar."
Madacom and Celtel joined forces with the strategic goal of using each company's strengths to make life better for the people of Madagascar. Celtel's operational expertises as well as the company's financial resources coupled with Madacom's network infrastructure and ambitious growth strategy have proved to be an excellent combination.
Sharing insights into the new brand Mrs Macauley commented that "our tag line'making life better' reflects our overall commitment to the entire continent in Africa and its people. Our brand colours, Sunset Red and Sunrise Yellow, reflect our African provenance. This visually striking and noticeable combination of colours serves to express the richness and vibrancy of Celtel as a brand, while celebrating our African."
Celtel's advertising campaign shows real people living real lives, celebrating the richness of their lives, using Celtel's network as the intermediary which lets them connect with the people most important to them. It is a verbally and visually rich campaign that brings out the vibrancy and liveliness of Africa.
Celtel is investing 77 billion Ariary (US$ 36.4 million) in the country to increase its reach so that it covers 80% of the population of Madagascar by the end of 2008. This investment will be used for: An extension of the network's coverage and an improvement of its quality. To achieve this goal, an important investment programme of 40 billion Ariary (US$ 19 million) begun in January 2006. The network coverage aims to rural areas through the construction of Hertzian beams to cover roads, which will facilitate economic activity. Introduction of innovative products and services such as the GPRS: WAP, MMS, Access, Web to SMS
Introduction of competitive and diversified pricing plans responding to the needs of the population Enabling easy access to the products and services through a large and close distribution network. Improving and enhancing dedicated and professional customer service. The installation of the upgraded network will open doors to a whole new world of exciting mobile technology. Celtel customers will enjoy a multitude of versatile services and functions designed to enhance and improve the way they communicate.
Source: ANDnetwork .com - Vanguard ( PM) July 14, 2006,
