Celtel rebrands to Zain

In an effort to reinvent its business and attract more subscribers, Zain Group has rebranded operations in 15 African countries from Celtel to Zain.

In Kenya, Zain repainted bus stops and erected billboards and buildings to signify the new beginning for the mobile-phone provider.

"Rebranding is a milestone in our effort to become a global brand and part of the top 10 mobile-phone service providers in the world by 2011," said Saad Al Barak, Zain Group's chairman and CEO, who is in Nairobi. "It is important that we identify in a unique way that which reflects our values."

Zain was established in 1983 in Kuwait as the region’s first mobile operator. It is the fourth-largest telecommunications company in the world in terms of geographic presence, with a footprint in 22 countries spread across the Middle East and Africa. Zain Group provides mobile voice and data services to more than 50.7 million customers, according to statistics released by Zain in June 2008.

Celtel Kenya was launched in 2000 under the brand name Kencell, then 40 percent owned by Sameer Group and 60 percent owned by Vivendi Telecom International. In May 2004, Celtel International brought out Vivendi Telecom International, renaming the company Celtel Kenya.

The process of rebranding to Zain began last year after Mobile Telecommunications Company bought an 85 percent stake in Celtel International in May 2005.