Powertel rebrands

Walter Muchinguri Assistant Business Editor
INTERNET Access Provider Powertel has rebranded as it positions itself to be the number one data service provider in the country within the next five years. The rebranding, which was completed last month, was part of a new strategic thrust that was crafted over the past three years focussing on the company’s product offering.

According to Powertel’s commercial director Mr Willard Nyagwande, the company’s focus has shifted from the corporate market segment to the consumer market segment, where it’s now offering mass market products such a mobile data and voice as opposed to just internet access.

“What we are saying is, if you come to Powertel, we can give you an account with data (mobile internet/ fixed internet) either on your Ipad, Phone, laptop, desktop. On voice, we are the fifth network to launch voice — the new code is 08611.
“Powertel is now finalising on the total activation of this product on the market,” he said.

He added that the rebranding was also done to distinguish the company from its competitors as some colours that they were using were now becoming synonymous with the industry.

“We want consumers to identify us with the new offering. The colour red was now over-used within the tele-communications industry.
“There was also a realisation that most brands evolve within 10 years of existence, thus, with Powertel now 13 years old, the brand was now looking tired and had served its purpose.

“Thus given the strategic shift, there was need to change. Why we did not change the whole blue is because the brand has performed very well over the years in servicing the corporate market segments.

“Powertel remains a dominant player in the internet business, in the VPN and Carrier business,” he said.
Mr Nyagwande said the blue embodies the heritage, the brand equity and the brand confidence that Powertel has gathered over the years.

“The yellow is a very aggressive colour, it gives the organisation a sense of belonging in the market, showing that we can do it in terms of customer experience.

“It also depicts us as being energetic and responsive to market needs, for instance, we have put in place processes and systems such as a 24/7 call centre.

“The yellow is very powerful in terms of attracting people.
“We have also invested in the new billing system and the network operations centre, which was never there before, which can monitor the whole network countrywide,” he said

Apart from the change in corporate colours, Powertel has also change its motto from “Your information Super highway” to “Imagine it, live it” in order to appeal to the consumer market, he said.

“Your information super highway had more appeal to the VPN, internet business and carrier of carriers- products that we offered only at that time.

“Now the organisation has diversified to include the end user who can imagine anything and live it!
“If the end user wants wi-fi business for up to five years, they can get it at Powertel Communications at very affordable rates. In this market, we are the only player currently offering unlimited internet access at US$1,20 per day — you cannot beat this deal in the market!

“One can imagine anything because Powertel has the muscle in terms of internet provision in the country.
“We are the only company to date with two fibre backup links connecting Zimbabwe to the world through Botswana and Mozambique,” Mr Nyagwande said.

Looking ahead, Mr Nyagwande said they were looking at a vast array of products and services that the organisation is going to unleash to the market.

He added that they were going to continue investing in new shops in addition to the ones that they have.
“We have invested in shops countrywide through our partnership with ZETDC, all our products can be accessed from select ZETDC shops countrywide.

“Our products can also be found in our shops at Joina City, Harare in Eastlea, in Bulawayo, Mutare and select Spar and Ok retail shops in Harare.”