MSI Cellular adopts Celtel name at group level and relaunches Celtel brand

Africa's leading telecommunications company with mobile operations across the continent today re-launches its brand Celtel, to reflect better the Group's businesses and opportunities. Additionally at a Group level, the company previously known MSI Cellular Investments Holdings is renamed Celtel International.

The re-launch of the Celtel brand follows substantial research on consumer attitudes across Africa to identify brand attributes to which consumers can better relate and which better reflect the Group's pan-African communications services.

Tito Alai, Chief Marketing Officer of Celtel International, commented:

"We combine local understanding with international expertise, without any legacy issues, to provide relevant and genuine pan-African communications services. We are very focussed on embracing the multicultural diversity of Africa with its 3,000 cultures, languages and ethnic groups, both in urban and rural environments. Our more emotive brand promise is all about: 'making life better'."

The new logo and branding is upbeat, vibrant, symbolic and celebrates the richness and vitality of the diverse African people. The agency FutureBrand was charged with developing a new logo using iconography that has a local relevance feel but no specific cultural origins, so highlighting the Group's pan-African positioning.

The identity developed is also intended to provide a sense of expansion and growth, which has led to the selection of a stimulating and intriguing symbol. The look and feel also makes use of strong primary colours and simple modern lines to represent a progressive telecommunications company and to stand out visually.

Marten Pieters, Celtel International 's Chief Executive Officer, commented:

"The re-launch of our brand represents more than a logo change, although having a much stronger and more representative graphic is very important. We believe in providing a responsive customer service through reliable and effective technology and an efficient team. Our new branding renews our promise, to improve the lives of African people through quality mobile communications.

"The re-launch is the result of many months of effort by our marketing team. It represents the launch of the next stage in our development to be the most successful pan-African telecommunications company."

For more details, please contact: Martin de Koning, Celtel Corporate Communications Director, +31 23 554 2671 or +31 6558 22409, deKoning.M@celtel.com