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Azerbaijanâ€™s first mobile operator rebrands

12 May 2009 15:58 (UTC +04:00)

Baku. Nijat Mustafayev â€“ APA-Economics. Bakcell unveils a pioneering rebrand to firmly place the cellular telecommunications provider at the front of the emerging Azerbaijani mobile market.

The new brand is corner stoned on Azeri national pride, value for the customer and a progressive attitude â€“ all contributing to a powerful platform for future brand innovations, the company said in a press release.

The nationwide rebranding exercise is supported by a robust marketing and advertising campaign, including new website, television, radio, press, email and SMS advertising. The new brand positioning, reflected across all marketing collateral, is also revealed to customers through an extensive programme of store refurbishment in more than 200 stores and dedicated service centres. It is also supported through an internal campaign to establish the new values of the brand among the employees.

The rebrand follows a series of strategic steps, including extensive investment in the network, the development of new technologies and customer services, and the expansion of its GSM offering by collaborating with Nokia Siemens Network earlier in the year. All serving to strengthen Bakcellâ€™s offering and expand its market share.

Ineke Botter, Chief Executive Officer, emphasizes that: â€œBakcell must be the brand that our customers see as offering the best value, for themselves and their families. We will achieve this through constant innovation, offering the best customer care and support, and by being the easiest to deal with, every time.â€

Ineke Botter added: â€œFor Bakcell to become the industry leader, we have focused on constant progression, while retaining the traditional values of family, community and country.â€

Established in 1994, Bakcell was the first company to provide a cellular communications service in Azerbaijan.

The company currently has 26% market share, with approximately 1,400,000 customers.

The whole network has been upgraded to EDGE technology to provide high speed internet. Network investment will continue to deliver increasing coverage, provide even better customer support and the very latest new mobile data services.