MTC rebrands as Zain

New identity will propel the group forward in its goal to become one of the top ten global mobile operators, says Al Barrak.

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By  Michele Howe Published  September 8, 2007

The Kuwait-based telecoms giant formerly known as Mobile Telecommunications Company (MTC) has unveiled details of its new corporate identity - Zain.

MTC's operations in Kuwait and Bahrain, currently known as MTC-Vodafone, will both rebrand under the Zain name as will its operations in Jordan, known as Fastlink, and Sudan, known as Mobitel, the company said in a statement issued yesterday.

The group's new mobile operations in Saudi Arabia, slated to begin early next year, will also come under the Zain brand.

Its Iraqi operation MTC Atheer will also soon rebrand to Zain, as will all new or future acquisitions, the company said.

"Zain will bring together all our operations under a single, strong identity," said Zain Group CEO Dr Saad Al Barrak. "We believe it is the optimal platform upon which we can build a global brand with the ultimate goal of better serving our customers. It will propel the group towards becoming one of the top ten global mobile telecommunications companies in the next four years."

The brand name and the company's new logo were chosen for their simplicity and strong global recognition, the telco said.

Zain was also found to have positive connotations across the global marketplace, said branch architect Tito Alai, the group's chief commercial officer. In Arabic, for example, Zain means ‘beautiful, good and wonderful' while in Latin it means ‘dark horse'.

"Zain tested extremely well among cross sections of the potential global audience and with the planned investment will become a formidable brand within a short period," Alai said.

Contrary to expectations, the telecoms giant, which has activites in 21 different markets, did not reveal the location of its new headquarters.

It announced last month plans to shift its headquarters from its present Kuwait base citing restriction on investment as the reason for its decision, and named Bahrain, Dubai and Amsterdam as possible locations for its new base. The government of Kuwait, however, is understood to be seeking to retain the company's base in Kuwait.

On its new website,, the company listed its head office as Kuwait.

"The Zain brand launch is a key part of our stated corporate strategy of continously improving what we offer to our customers while simultaneously progressing with our profitable expansion. It will help increase revenue through customer acquisitons and ARPU generation from consumers identifying with a global brand. In the longer term, having a global brand will drive efficiencies across our markets, creating greater brand equity and value for shareholders," Al Barrak added.

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