TSTT rebrands its Blink products

He made the statement yesterday as he announced a five-year strategic plan involving a $3.7 billion investment which, he said, will begin to transform the company almost immediately into an agile 21st Century communication company. He said the company looked at its various brands and brand confusion surrounding the marketing of some of its products.

He said the company’s vision was to be the standard bearer for the next generation of communication solutions and services which can enrich the lives of citizens, businesses and visitors.

He added that the company decided it didn’t want to be just a provider of communication services but to provide solutions which could take its customers further, inspire them and help them in achieving their business or personal goals. He said that in order to achieve this, the company devised a robust five year strategic plan which involves a $3.7 billion investment which will transform the company from being a 20th Century telecommunications company into an agile 21st Century broadband communication company. He said that the company’s plan to achieve this is based on four pillars and five major programmes.

The first is retail transformation, which he said meant that whenever a customer interacts with the company it should always be an excellent experience by whatever means they choose to do so; and TSTT should be able to deal with all its customers’ needs, however the customer is dealing with the company. He said that to achieve this, TSTT will remove all of the old, so-called “legacy” solutions it is currently using, and replace them with new point of sale solutions from early next year and was partnering with Ericsson to do so. He said the company will also get rid of all the old “legacy” equipment in its business support systems by next week and replace them with a “robust, fully staffed, fully converged solution” also provided by Ericsson.

On the simplification of the company’s brands, he said TSTT will remain the company’s corporate brand while it will simplify all its other products under the bmobile brand and its corporate social responsibility (CSR) work will be carried out under the bmobile foundation, previously known as the Blink/ bmobile Foundation, which seeks to create opportunities for the development of young people and communities in the areas of education, sport, health and culture.

He said the changes represent a public statement to the country that the company will “significantly improve” the way it conducts its business and that a new TSTT, was being launched at the function. He said the company will spend almost $900 million in capital expenditure this year, adding that it has begun its transformation and looks forward to great things this year.

TSTT Chairman, Emile Elias, said he felt a lot of satisfaction with the company’s progress and said he wanted Minister of Public Utilities, Fitzgerald Hinds, who was present at the function, to take this message back to the Cabinet. Elias urged the public to “Stay with us, we are your national provider.”