The “Astelit” company in the near future will carry out the rebranding of mobile operator life. It is not just about changing the symbols and corporate colors, but also to change the name: new brand can get a name ‘lifecell’ similar to the parent company Turkcell. As well as the logo symbol of the Turkish mobile operator will be chosen.
Later, the information was confirmed by the appearance of the logo lifecell in the electronic payment system Portmone. “Astelit” has already registered the new brand, as evidenced by the information on the site Ukrpatent. Telecom market expert Sergei Gorbachev, talks about several possible reasons for the brand change . “Turkcell” owns all 100% of life 🙂 recently, maybe now it will start building a major international brand like Vodafone», – commented the expert. Turkish company has opportunities for that. Now Turkcell controles orerators in Turkey, Ukraine, Georgia, Cyprus, Moldova, Kazakhstan and Azerbaijan. The total number of subscribers exceeds 60 million people.
The second option is the desire to change the positioning of the brand. “Operator life 🙂 has worked very successfully with narrow niche audiences. At the time, the brand has been strongly focused on youth. With the introduction of a new brand the company will be able to reach a wider audience of consumers of its services “, – explains managing partner of Expert & Consulting Anatoly Frolenkov. Perhaps a change of the brand and positioning will help the company to increase the subscriber base, which is now at least three times smaller than competitors’.
Experts believe that massive changes in the market could influence the decision of “Astelit” , as the rebranding was conducted by two major operators, the launch of 3G was run, mobile TV appeared, the struggle for roaming began.
Informed sources said the new brand will be named lifecell, combining the old life and the reduction of cellular (mobile communication), as well as the Turkish Turkcell. According to Gorbachevsky, this approach is a bit strange. “The company wants to change the positioning, but leaves the old “youth” brand – said the expert. – Perhaps it would be more logical Ukrcell or Turkcell, in the end. “For comparison, representations of Turkcell in countries where it operates are called K’cell (Kazakhstan), Azercell (Azerbaijan), Geocell (Georgia) and Moldcell (Moldova).
Source: forbes.ua
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