The proposed “e&” brand name for the merged Ufone-Telenor Pakistan company has triggered mixed reactions among subscribers, with many questioning the loss of a recognizable Pakistani identity while others argue that the company should focus less on branding and more on improving network quality and customer service.
Following reports that the merged operator has applied to the Pakistan Telecommunication Authority (PTA) to adopt the “e&” brand, social media platforms have witnessed a wave of comments from customers expressing both support and criticism of the proposed identity. The rebranding is part of the integration of Telenor Pakistan into Pak Telecom Mobile Limited (PTML), the company behind Ufone.
Many users believe the new name should retain a clear Pakistani identity by incorporating words such as “Pakistan” or preserving the well-established Ufone brand, arguing that customers have built an emotional connection with local telecom brands over the past two decades.
Others, however, dismissed the debate over the name, saying subscribers are more concerned about reliable connectivity, faster internet speeds, wider coverage, competitive packages, and responsive customer support than what the company is called.
Several customers also expressed hope that the merger would finally eliminate network issues, improve spectrum utilisation and strengthen competition with the market leader. Some noted that if the integration delivers better service, the new brand would eventually gain acceptance regardless of its name.
Industry observers say brand transitions often generate initial resistance, but customer acceptance ultimately depends on whether the merged operator delivers tangible improvements in service quality and user experience rather than a new corporate identity alone.
The merged company has sought regulatory approval to adopt the “e&” brand, although the proposal is still subject to necessary approvals and regulatory clearances.
