The Pakistan Telecommunication Authority (PTA) has ordered Pakistan

Telecommunication Mobile Limited (PTML) not to initiate or modify any brand identity in relation to the company’s merger with Telenor Pakistan unless the company has fulfilled all of its regulatory requirements. This was done when PTML sought permission for the same in connection with the merger.

Merger Goes Ahead, but Rebranding Remains On Hold

The approval for the merger, which was granted by the Islamabad High Court on June 24, is one of the steps involved in the merger of PTCL Group into e&, which is a telecommunications company from the UAE, formerly known as Etisalat. In connection with this move, PTML appears to be considering rebranding the current brand “Ufone” into “e&”. The PTA, however, is adamant in its position that any form of branding cannot be carried out unless all formalities have been completed.

The Implications for Customers

Customers would still get to see the current branding of Ufone because no branding changes will take place till the PTA is satisfied that the legal and regulatory criteria set forth by the merger have been met.

FAQs

1. Why did the PTA stop the rebranding?
Because all legal and regulatory requirements related to the merger have not yet been completed.

2. Will Ufone immediately become e&?
No. Any rebranding will only proceed after PTA approval.

Conclusion

Although the merger of PTML with Telenor Pakistan has started, the changeover to e& brand has been postponed. The current brand will stay the same until all regulatory requirements have been satisfied.