The proposed rebranding of Pakistan’s newly merged Ufone-Telenor mobile business is facing scrutiny as e&, the UAE-based telecom group that controls PTCL Group, seeks to reshape the operator’s identity despite an unresolved payment dispute with the Government of Pakistan, sources said.
Following the completion of Pakistan’s largest telecom merger, PTCL Group has begun evaluating a new brand identity for Pakistan Telecommunication Mobile Limited (PTML), which now operates the combined mobile business after absorbing Telenor Pakistan.
Sources said e&, formerly known as Etisalat, intends to move forward with the rebranding exercise as part of the post-merger integration. The group owns a 26 percent stake in PTCL Group and exercises management control, giving it significant influence over branding and strategic decisions across the business.
However, the proposal has attracted attention because more than $800 million linked to PTCL’s privatization transaction remains unresolved. Sources said the issue is expected to come under renewed focus before e& is allowed to proceed with rebranding the merged mobile operator.
According to sources, the final decision on the branding strategy will be taken by the boards of PTCL and Pakistan Telecommunication Mobile Limited (PTML). The boards will decide whether the merged operator continues using the Ufone and Telenor brands or adopts an entirely new identity, along with the timing of any transition.
Any rebranding would follow the precedent set by the Mobilink-Warid merger, which ultimately led to the creation of the Jazz brand.
Responding to queries, PTML Director Corporate Communications Saad Warraich said the company’s immediate priority is ensuring uninterrupted services for customers.
“Our priority remains ensuring uninterrupted connectivity and a seamless experience for our customers. We are currently working through our future commercial and brand plans and will communicate them in due course,” he said.
The merger was formally completed after the Islamabad High Court approved the amalgamation, resulting in Telenor Pakistan ceasing to exist as a separate legal entity. All of its assets and liabilities have since been transferred to PTML.
Under the new corporate structure, Hatem Bamatraf has assumed charge as Chief Executive Officer of PTML, while former PTCL Group Chief Financial Officer Naveed Khan has been appointed Chief Executive Officer of PTCL.
PTCL Group has also secured regulatory approval for the integration of Ufone and Telenor’s tower infrastructure as part of the post-merger consolidation.
Despite the integration, PTCL and PTML will continue to operate as separate companies with independent boards of directors, chief executive officers and management teams, with the new governance structure already put into effect.
