Ufone, Telenor Pakistan Seek Rebranding of Merged Company to 'e&'

The newly merged entity of Ufone and Telenor Pakistan is seeking a rebranding, with its management filing an application with the Pakistan Telecommunication Authority (PTA). This move follows the formal amalgamation of Telenor Pakistan into Pak Telecom Mobile Limited (PTML), the legal name for Ufone, after receiving final approval from the Islamabad High Court earlier this month.

Sources indicate the merged company will adopt the brand name "e&," signifying its integration under the umbrella of the UAE-based state-owned company, Etisalat. Pakistan Telecommunication Company Ltd (PTCL) had previously communicated with the PTA, requesting a new brand name for the combined operation. The telecom regulator, however, stipulated that a notification from the Securities and Exchange Commission of Pakistan (SECP) regarding the directors of the merged entity is a prerequisite.

Similarly, the PTA responded to PTML's letter concerning the new brand registration, emphasizing the necessity of an SECP notification. An official from the Ministry of Information Technology and Telecommunications explained that changes in PTML directors might occur due to Telenor Pakistan's amalgamation into PTML, and any such changes must be officially notified by the SECP.

However, a senior official from the IT Ministry raised potential legal objections to using "e&" as the brand name. The concern is that since PTML is a subsidiary of the state-owned PTCL and not directly under Etisalat, adopting the international brand name could constitute a copyright violation or necessitate royalty payments. This issue arises despite PTCL already paying profits to Etisalat, even as the PTCL group has incurred losses for an extended period.