Baku, Azerbaijan, Jan. 3
By Rashid Shirinov – Trend:
Uzbek mobile operator UMS has started a phased rebranding. The company will operate under the new brand Mobiuz, Trend reports citing the Uzbek media.
"UMS rebranding is a necessary and expected step in the transformation of the company, since UMS has received radically new directions and incentives to expand its activities. The mobile operator is tasked to gradually ensure the most complete coverage of the territory of Uzbekistan, by connecting to the global Internet at the level of developed countries, ensuring the provision of all public services exclusively through the operator’s data processing centers," the company said.
Also, along with its current activities, the company has become the operator of public services, introducing government mobile communications and cryptographically protected first national messenger UzChat.
In addition, a unified national information system for project management, blockchain solutions for the public sector, and digitized public services for the population are being created on the UMS platform. All this will allow to develop an e-government system, introduce information systems in public administration, and implement a unified state policy in this area.
"In such circumstances, the rebranding of the company should meet new trends, carry values, semantic and ideological component and at the same time be easy to understand. With this in mind, it was decided to change the brand of the mobile operator to Mobiuz," the company said.
Rebranding work began in December 2018 with the development of the name, color identification and other parameters of the brand. Further rebranding will be carried out in stages. These steps will allow to ‘refresh’ the company's brand and give signals to the public about the new positioning. The new brand will also serve to effectively identify the market and create a new image.
In late November 2018, UMS was transferred to the Digital Economy Development Support Fund “Digital Trust”, which in turn is controlled by the National Agency for Project Management.
Previously, UMS was granted the right of direct access to international telecommunications networks (data and voice networks), including the use of IP telephony technology only for its own commercial needs, without the right to provide services to other operators and providers for the organization of international voice telephony channels and Internet traffic.
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