ZoomMobile, formerly Reltelwireless is to spend some N5billion in its current re-branding exercise to entrench the new brand in the consciousness of Nigerians.
Substantial part of the money will go into development of new adverts, sponsorship of programmes on national and local broadcast stations as well as logo, as part of their long-term strategy to target the market.
The re-branding comes on the 10th anniversary of the incorporation of the company, and is a major milestone in the evolution of the brand.
Mr. Ken Aigbinode, executive vice chairman, Reltelwireless, said the objective of the re-branding exercise was to re-position the company as a national mobile service provider adding that the new brand is in line with the wishes of the new shareholders who bought into the company during its private placement.
Aigbinode explained that the acquisition of the Unified Access Service license has necessitated a shift in business strategy, which in turn entails that they begin to change their market perception from a fixed wireless to a national mobile operator.
"This is in line with the company’s mission to play a leading role in the telecommunications industry in Nigeria. All materials bearing the old brand name, including recharge cards, merchandising items and stationery will remain valid until the full public launch of ZoomMobile, billed to take place soon," he said.
Aigbinode also announced that the company has acquired the 0707 numbering series comprising 10 million lines, from the Nigerian Communications Commission. He emphasized that only ZoomMobile and the GSM operators have the privilege of a four-digit prefix to clearly identify their networks.
The new series, according to him, would be used to drive the ZoomMobile brand nationwide.
"The acquisition of the 0707 series of 10 million lines is yet another first for us in this industry, and gives us the much needed capacity to accommodate the teeming number of subscribers that are coming on our network following our on-going expansion to cover the entire country," he said.
The ZoomMobile brand he said is envisioned as a youthful, vibrant, dynamic, innovative, passionate and professional brand, promising unrivalled speed and reliability of service on voice, internet, short message service and other value-added services.