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Nedjma rebrands as Ooredoo

Algerian opco now bears full brand of parent Qatari operator

Nedjma rebrands as Ooredoo
Nedjma has officially rebranded as Ooredoo, with support from football star Lionel Messi in a new advert for the Algerian market.

Algerian telecoms operator Nedjma has officially rebranded as Ooredoo, its parent company announced today.

The announcement was made at a press conference in Algeria as the latest step in Qatari operator Ooredoo's move to roll out its new brand across all of its subsidiaries.

The company formerly known as QTel announced the Ooredoo brand, which means "I want" in Arabic, at February's Mobile World Conference in Barcelona, Spain. Algeria's press event saw the preview of the new Ooredoo advert for the Algerian market, starring Barcelona football star and Ooredoo's global brand ambassador Lionel Messi. In the film, Messi is seen listening to the famous "Maak Yalkhedra" song ("With the Greens," for the Algerian National football team).

Ooredoo and the Leo Messi Foundation are partnering on a series of charity initiatives set to launch in Algeria in the near future. Among these initiatives is the launch of mobile health clinics, with the goal of reaching 2m children across Ooredoo's footprint by 2016.

Speaking on the occasion of the launch, Ooredoo chairman HE Sheikh Abdullah Bin Mohammed Bin Saud Al Thani, said: "This is a proud moment for the whole Ooredoo family, as another operation takes on the mantle of our new brand. Algeria has proven to be one of our most successful markets, fuelled by the strength of our connection with our customers and our strong focus on human growth. We believe the transformation into Ooredoo and our launch of 3G in Algeria will serve to enhance our performance there and enable us to further enrich lives across the country."

Joseph Ged, CEO, Nedjma Ooredoo said: "We have built Nedjma into a brand that is loved by millions of Algerians. Rebranding as Ooredoo begins an exciting new chapter in our history, reflecting our customers' aspirations and helping take our company to the next level. Our customers can rest assured that we will continue our proud brand values, and I am confident that our customers will continue to trust us as a brand that serves and supports them in every aspect of their lives."

As part of the rebrand, the company headquarters in Algiers, two major brand offices, and all of the company's stores have been rebadged. In addition, Ooredoo is rolling out a new 3G service in Algeria, building on the company's heritage of offering the most advanced technology for its customers.

The company is also expanding a number of special initiatives aimed at young people in Algeria, focusing on increasing employment opportunities and encouraging entrepreneurship.

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