Vodafone to rebrand as Telecel

Vodafone Ghana has hinted at rebranding the company as Telecel Ghana.

This was revealed in a social media post.

This is coming a year after the National Communication Authority approved the takeover of Vodafone Ghana by Telecel.

The Director-General (DG) of NCA, Joe Anokye, in 2023 said Telecel had assumed a majority shareholder status, adding that the Government of Ghana (GoG) through the State Interests and Governance Authority (SIGA) was also a minority shareholder with 30%.

Telecel Ghana has been operating under the Vodafone brand name for about a year or more.

 The expected rebranding of Vodafone as Telecel would come at a time when the industry market leader, MTN Ghana, has been declared Significant Market Power (SMP). This part of measures to enable a more efficient level playing field for the industry players.

In the last two years, the declaration of MTN Ghana as an SMP has resulted in an asymmetric savings of GH¢86.6 million for the smaller Mobile Network Operators (MNOs).

Among many other things, the SMP was designed to level the playing field, restrict the company's ability to regulate its profit margin, manipulate tariffs, and maybe raise barriers for possible new entrants or smaller participants in the market.

Vodafone Ghana currently controls about 18% of the mobile telephony market share. The presence of Telecel is expected to culminate in growth of market share for the business.

Source: James Eshun (Joy Online)