The government has once again stopped the proposed rebranding of Ufone as “e&” following the merger of Ufone and Telenor Pakistan, with the Privatization Commission directing the Pakistan Telecommunication Authority (PTA) not to approve the brand change for now.
The PTA chairman confirmed the development while responding to media questions, saying the regulator had received instructions from the Privatization Commission regarding the proposed change in Ufone’s brand identity.
According to the PTA chairman, the issue is not simply a regulatory matter. The proposed rebranding involves commitments between the governments concerned, meaning the final decision cannot be taken by the telecom regulator alone.
The latest development indicates that the government has yet to give final approval for Ufone to adopt the “e&” brand after the completion of the Ufone-Telenor merger process.
The matter was also discussed during a meeting of the Senate Standing Committee on Information Technology and Telecommunications, chaired by Senator Palwasha Khan.
During the meeting, the IT Ministry secretary informed lawmakers that Pakistan Telecommunication Company Limited (PTCL) had submitted an application to the PTA seeking permission to change Ufone’s brand name to E&.
The application has therefore placed the proposed branding change before the telecom regulator, but the PTA cannot proceed with approval while the issue remains subject to government-level consultations.
The Privatization Commission’s intervention highlights the wider government considerations surrounding the integration of Telenor Pakistan with Ufone. While the merger has created a major change in Pakistan’s telecommunications market, questions surrounding branding and government commitments remain unresolved.
The proposed “e&” branding is linked to the international identity associated with the UAE-based e& group. However, the government’s latest position suggests that changing Ufone’s established brand requires consideration beyond the normal regulatory approval process.
The PTA chairman’s remarks also indicate that consultations among the relevant authorities are continuing. Until those discussions are completed and the governments concerned reach a decision, the proposed rebranding cannot move forward through PTA approval.
For consumers, the development does not necessarily indicate a change in the availability of Ufone’s telecom services. Instead, it concerns the future branding and identity of the merged business following the integration of Ufone and Telenor Pakistan.
The issue is expected to remain under discussion as the government considers the commitments associated with the merger and the proposed transition to the “e&” name. A final decision will determine whether Ufone eventually operates under the new international brand or continues using its existing identity.
