Qatar's Qtel has renamed itself Ooredoo in a bid to bring all its international businesses under a single brand identity.
The announcement came on Monday evening at Mobile World Congress in Barcelona and was accompanied by the lighting up of a red badge on the chest of every attendee to show off the new brand.
″From this moment on we are Ooredoo,″ said company chairman Abdullah Al-Thani, explaining that the word means ″I want″ in Arabic.
″This name signals our aspiration and commitment to becoming a global force,″ Al-Thani added. ″This is more than just a change of identity for us,″ he said, emphasising the telco's renewed focus on customer experience and its involvement in social responsibility initiatives such as spreading education and involving women in emerging markets in the digital world.
″Welcome to Ooredoo – a brand and a communications company that stands for human growth,″ Al-Thani said.
Qtel becomes Ooredoo in its home market, and its subsidiaries in the MENA and South East Asian regions, including Indonesia's Indosat, Wataniya in Kuwait and Tunisian operator Tunisiana will follow suit during the course of this year and next.
″[Ooredoo] reflects and conveys our approach to customers,″ said Al-Thani. ″It has a single look and feel...it's playful and engaging,″ he said. ″It's a new name to unite the entire group.″