Maltacom Group Rebrands Under 'GO' Banner

by Robert Lee, Tax-News.com, London

14 June 2007

Maltacom Group, Malta’s leading telecommunications provider, has been rebranded and renamed GO in a move that reflects the company's position as Malta’s sole quadruple-play organisation covering fixed voice, mobile, broadband Internet and digital television.

GO came to life replacing the brands and respective logos of Maltacom, Maltanet, Multiplus and go mobile. The company has also announced three sub-brands under the new GO banner – GO Plus, GO Business and GO Mobile.

GO Plus covers services provided to residential customers at their homes, and encompasses the fixed line business, broadband Internet as well as digital television.

GO Business addresses business customers. In addition to fixed voice, broadband and television, GO Business covers also co-location and hosting services. GO Business will cater for the requirements of businesses, both small and medium sized as well as large enterprises and corporations.

GO Mobile encompasses mobile communications for both residential and business customers.

“We want to deliver to our customers the kind of services and products that can make a real difference to their daily lives. We want to deliver on time and according to the customers’ needs,” said GO Chairman Sonny Portelli.

Speaking about the brand’s look and feel, GO’s Chief Executive Officer David Kay said: “GO is fresh, dynamic and contemporary. The choice of white as the base colour helps to highlight the predominance of the orange palette of the GO brand. This combination of white and orange stands out in the market.”

Apart from the launch of the new brand, Mr Kay announced also a number of key initiatives related to the launch of GO. The first was the opening of the GO flagship store in Psaila Street, Birkirkara on 13 June. This outlet will be selling GO’s quad-play offerings, and will be accepting payment of all bills.

GO has also launched its new portal www.go.com.mt, which brings together all its services into one website. Moreover, in the coming weeks, under the new brand, GO will be announcing new bundled packages and offers.

The new brand will also bring new content in the digital TV platform as well as improved nationwide coverage. GO Mobile said its 3.5G (HSDPA) network will continue to lead the market in terms of coverage and speeds, and in the coming weeks, GO mobile will be issuing a number of commercial packages for this technology.

Mr Portelli added: “This is an important milestone in this company’s history. Since being privatised last year, a number of changes have taken place to ensure that our organisation places the customer at the centre of all our operations. The rebranding into GO will ensure that we can communicate in a more effective way, now that we are a quad-play organisation.”

David Kay noted that: “Our new identity truly reflects our objective of converging our businesses from an operational as well as a customer point-of-view. In fact, today’s brand launch is the culmination of the merger of three companies – Maltanet and Multiplus into Maltacom – which took place recently. GO mobile will continue operating as an independent company, but still within the GO brand. Wherever possible, we want to get all our operations benefiting from mutual synergies from our various companies and subsidiaries.”

Mr Kay continued: “The way our people behave, pick up the phone and develop new products and services - a brand has to match the expectations of our customers, as well as our employees, at every touch point.

“This is the start of another journey, and the changes related to our brand will take some time to be fully implemented. The undertaking of re-branding such a group is not an easy one, and we endeavour to do it in the best possible way – although not everything will be changed from day one. Coupled with this re-branding are a number of changes within the organisation which are aimed at making GO more efficient and effective in the way it operates,” Mr Kay said.

For the time being, Maltacom p.l.c. will remain the registered company name (and the company will continue to be listed in the local and foreign stock exchanges as Maltacom p.l.c.) until this is eventually changed during a general meeting of the company’s shareholders.

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