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| Chief Technology and Information Officer at Yas Tanzania, Emmanuel Mallya (right), with the Head of Brand and Communications at Yas, Anna Loya (left), pose for a photo during the official launch of its new identity dubbed ‘Zingatia Mtandao wa Viwango’, unveiled on April 28, 2026, in Dar es Salaam. The campaign encourages Tanzanians to use high-quality, fast, and reliable network services, following Yas’s significant investment in digital infrastructure across the country. |
Dar es Salaam, April 28, 2026 — Telecommunications company Yas Tanzania has officially launched its new brand campaign, “Zingatia Mtandao wa Viwango” (Experience a quality network), signaling a strategic shift toward enhancing customer experience as demand for reliable digital connectivity continues to rise across the country.
The campaign reflects the company’s broader ambition to position itself strongly within Tanzania’s increasingly competitive telecom sector—where network quality, speed, and coverage are now critical differentiators.
From Infrastructure to Experience
According to Yas, the campaign follows a cumulative investment of over TZS 1 trillion in network expansion and modernization. This significant capital outlay has enabled the company to expand its coverage footprint while improving service reliability nationwide.
Speaking during the launch in Dar es Salaam, the company’s Chief Technology and Information Officer, Emmanuel Mallya, emphasized that the initiative marks a transition from infrastructure development to delivering tangible value to customers.
He noted that after years of building and upgrading network capacity, the company is now focused on ensuring users fully benefit from improved connectivity in their everyday activities.
Supporting Tanzania’s Digital Economy
Yas says its network is designed to support a wide range of use cases—from online business and digital finance to education, entertainment streaming, and agriculture—underscoring the growing importance of connectivity in Tanzania’s socio-economic development.
The company currently operates over 4,800 network sites nationwide, approximately 1,000 more than its nearest competitor. This infrastructure allows Yas to reach more than 95% of the population, including rural and previously underserved areas.
In parallel, the company has invested heavily in fiber optic infrastructure to strengthen backbone capacity and enhance data transmission speeds. Yas has also standardized 4G connectivity across all its sites, while rolling out 5G services in select strategic towns to meet rising data demand and support emerging digital applications.
Industry Recognition and Competitive Edge
Yas’ network performance has gained international recognition from Ookla, a global authority in internet performance analysis. Based on data from its Speedtest platform, Yas has been ranked as the fastest network in Tanzania for three consecutive years.
However, Mallya stressed that the new campaign goes beyond speed, focusing on broader elements of network quality, including consistency, accessibility, and reliability.
Improved network performance, he noted, enables users to:
- Conduct online business transactions more efficiently
- Access digital learning platforms without disruption
- Enjoy seamless entertainment streaming with minimal buffering
Shifting Market Dynamics
The launch comes at a time when Tanzania’s telecommunications sector is undergoing a notable shift. Operators are increasingly competing on service experience rather than pricing, as consumers become more discerning about network quality.
With the “Zingatia Mtandao wa Viwango” campaign, Yas aims to influence consumer behavior by encouraging users to prioritize quality connectivity when choosing service providers—particularly as digital services become central to both economic participation and daily life.
Multi-Platform Rollout
The campaign will be executed across multiple channels, including mass media, digital platforms, and on-ground activations, with messaging designed to highlight the real-life benefits of a high-quality network.
A Broader Industry Shift
Ultimately, the launch underscores a wider transformation within the telecommunications industry: connectivity is no longer just a basic utility—it is now a critical enabler of productivity, innovation, and inclusive growth.
As Tanzania continues to embrace digital transformation, investments in high-quality network infrastructure are expected to play a pivotal role in shaping the country’s economic future.
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