Sri Lanka Telecom (SLT) and its mobile arm Mobitel have announced that they are joining forces to offer a unified brand in the country, SLT-Mobitel, saying the move is aimed at ‘strengthening brand equity, synergising customer goodwill’ and ‘to support the government’s efforts to create a technology-driven economy’ in Sri Lanka. The pair note that the move is expected to generate savings of LRK1.1 billion (USD6 million) per annum in sales related costs and advertising.
‘The new brand identity will strengthen the brand equity of SLT-Mobitel, synergising the goodwill gained by both to one strong brand with digitisation at its core,’ SLT Group Chairman Rohan Fernando said. Specifically, the new SLT-Mobitel brand will look to capitalise on the strengths of SLT’s fibre broadband capabilities and the wireless unit’s LTE broadband coverage, ‘based on the requirements of customers’.
The company plans to complete the unifications of the two brands before end of this year.