Govt Again Blocks Ufone-Telenor’s Push to Rebrand As e&

For context, the Competition Commission of Pakistan (CCP) has halted the Pakistan Telecommunication Authority (PTA) from granting approval for the proposed rebranding of Ufone as "e&", saying the matter is a reserved problem between the governments concerned and can only be approved.

Key points

• The matter was discussed during a gathering of the Senate Standing Committee on Information Technology and Telecommunications, chaired by Senator Palwasha Khan.
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• After regulatory and court approvals, the proposed rebranding followed PTCL's acquisition of Telenor Pakistan and its subsequent amalgamation into Pak Telecom Mobile Limited, the legal entity behind Ufone.
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In practice, the PTA chairman, responding to media questions, made public that the commission had directed the regulator not to proceed with approval of the proposed change in Ufone's brand name after the merger of Ufone and Telenor Pakistan.

For context, the chairman remarked the matter involved commitments between the two governments and, therefore, could not be decided solely at the regulatory level.

Notably, the development comes as the administration has yet to take a final decision on the proposed rebranding of Ufone as "e&", with consultations among relevant authorities still under way.

Notably, the matter was discussed during a gathering of the Senate Standing Committee on Information Technology and Telecommunications, chaired by Senator Palwasha Khan.

For context, the IT Ministry secretary remarked Pakistan Telecommunication Business Limited had submitted an application to the Pakistan Telecommunication Authority seeking permission to change Ufone's brand name to E&.

Notably, the consultation process is at present underway, with different opinions emerging from the Competition Commission of Pakistan and the PTA, the secretary stated.

In practice, the secretary continued that discussions on the proposed rebranding were continuing and that no final decision had been produced.

After regulatory and court approvals, the proposed rebranding followed PTCL's acquisition of Telenor Pakistan and its subsequent amalgamation into Pak Telecom Mobile Limited, the legal entity behind Ufone. The merged firm sought to replace the Ufone brand with "e&, " the global identity of PTCL's UAE-based strategic shareholder, Etisalat.

Nevertheless, the Pakistan Telecommunication Authority put the branding exercise on hold, directing PTML to complete the required legal and corporate formalities, including notification from the Securities and Exchange Commission of Pakistan.

As a subsidiary of PTCL, could adopt the "e&" name and whether the change could create legal, copyright or royalty problems, the proposal additionally faced questions within the administration over whether PTML. Stay Connected with ProPakistani.

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Taken together, the developments around govt Again Blocks Ufone-Telenor's Push to Rebrand As e&amp point to a situation that is still moving, and the coming days should bring more clarity.