The federal government has not made a final decision on renaming Ufone to “e&” following its merger with Telenor Pakistan, with consultations among regulatory authorities still ongoing.
The Secretary IT and Telecom informed the Senate Standing Committee on IT and Telecom that Pakistan Telecommunication Mobile Limited (PTML) had formally approached the Pakistan Telecommunication Authority (PTA) for permission to change Ufone’s brand name to e&.
He said the request was under active consultation, with the Competition Commission of Pakistan (CCP) and PTA holding differing views on the proposed change.
The secretary told the committee that the government was examining the matter from multiple angles and that no decision had yet been finalized on replacing the Ufone brand. He added that further consultations would take place before a conclusion is reached.
Committee members discussed the rebranding proposal in the context of the broader Ufone-Telenor merger and asked for clarity on the regulatory process required to alter an established brand name. The secretary reiterated that the matter remained under consideration, with no timeline given for a final decision.
