Bharti Group company Bharti Telesoft Ltd announced its branding last week: the company will now be called Comviva Technologies Ltd, and has adopted the brand name Comviva. According to a communique sent out by CEO Manoranjan “Mao” Mohapatra, the company felt a need to build a “unique brand” that reflects their core purpose and intent, and “captures our spirit and signifies our global ambitions”.
Need For A Unique Brand?
The need for building a unique brand is interesting. While the association with the Bharti group would have undoubtedly opened doors for the company, we wonder if the connection with a competing operator (Bharti Airtel) would have resulted in apprehension among operator clients.
According to Bharti Airtels Annual Report for FY08, the company received services amounting to Rs. 55.67 crores from Telesoft last year (PDF, 4.3 MB). Bharti Telesoft has claimed to have an international focus – Chairman Sanjiv Mittal had spoken earlier about how the African market was key for the company. According to a recent interview with Economic Times, the African Market contributed 20-25 percent of its revenues, while the Indian market accounted for 40-45 percent.
Change In Strategy?
We’re not sure if the change in brand will also be coupled with a change in strategy in terms of market focus. We’re yet to hear back from company representatives and Mohapatra.
In his email, Mohapatra has said that they will explore new areas of product and service innovation. The company has also redefined its vision statement: “To enrich the lives of over a billion people with value added telecom solutions that enhance their lifestyle and livelihood”, as well as its mission statement: “To be the leading provider of telecom VAS solutions in our chosen markets, achieving this on a foundation of excellence, innovation and partnerships.”