Bakcell Rebrands to Challenge Competition

BAKU, Azerbaijan - On 13 May 2009, Bakcell unveils a pioneering rebrand to firmly place the cellular telecommunications provider at the front of the emerging Azerbaijani mobile market.

The new brand is corner stoned on Azeri national pride, value for the customer and a progressive attitude - all contributing to a powerful platform for future brand innovations.

The nationwide rebranding exercise is supported by a multimillion dollar marketing and advertising campaign, including new website, television, radio, press, email and SMS advertising. The new brand positioning, reflected across all marketing collateral, is also revealed to customers through an extensive programme of store refurbishment in more than 200 stores and dedicated service centres.

The rebrand follows a series of strategic steps, including extensive investment in the network, the development of new technologies, customer services, and the expansion of its GSM offering through an agreement with a Nokia Siemens Network supplier, involving the purchase of equipment worth millions of US dollars. All serve to strengthen Bakcell’s offering and expand its market share.

Ineke Botter, Chief Executive Officer, emphasises that: “Bakcell must be the brand that our customers see as offering the best value, for themselves and their families. We will achieve this through constant innovation, offering the best customer care and support, and by being the easiest to deal with, every time.”

She added: “For Bakcell to become the industry leader, we have focused on constant progression, while retaining the traditional values of family, community and country.”

Bakcell worked with leading global brand agency, Gyro International, to identify the core brand proposition, creative positioning, store concepts and brand implementation.

Bakcell, which was established in March 1994, takes its position as one of the largest investors in the Azerbaijan market, implementing large scale investment in the local economy. For further information, please visit www.bakcell.com

Notes to Editors:

Bakcell is the first company to provide the cellular communication service in Azerbaijan. Having started as one of the first large investors in Azerbaijan, Bakcell continues to invest to improve communication services in the country. In 2008 revenue was over 210 million US dollars, giving a year on year growth of over 50%. Bakcell is committed to provide its customers superior quality communication services throughout the country. Bakcell now covers more than 88% of population and 80% of the land area of Azerbaijan.

Images: 1. Chief Executive Officer - Ineke Botter 2. New Bakcell logo To arrange an interview with Bakcell CEO, Ineke Botter or for further information, please contact PR representative: Jo Ferrier Telephone +44-7894-937-516 Email jo.ferrier@gyrohsr.com or Helen Carroll Telephone +44-7738-321-597 Email helen.carroll@gyrohsr.com

Source: Bakcell

To arrange an interview with Ineke Botter or for further information, please contact PR representative: Jo Ferrier, Telephone +44-7894-937-516, Email jo.ferrier at gyroHSR.com or Helen Carroll, Telephone +44-7738-321-597, Email helen.carroll at gyrohsr.com