Turkcell is rebranding its subsidiary in Ukraine as lifecell to bring it more into line with the rest of its portfolio.

The lifecell brand replaces life:), which has 13.8 million mobile customers.

Two million of those are 3G users, which the company launched in Ukraine last year. It was the first operator to do so.

Shortly after the launch in July, Turkcell became the sole owner of lifecell’s parent company Astelit.

Rebranding is becoming somewhat de rigueur in the industry.

Telecom Italia unveiled its new identity earlier this month, following Proximus and eir last year.

lifecell CEO Burak Ersoy, who took the reins last October, said: “The emergence of our new brand name and identity marks the merger of life:)’s image as a dynamic, young, innovative operator with Turkcell’s technology leadership and experience.

“It is not merely a visual change. With lifecell, we will also transform the customer experience in Ukraine including the approach in our exclusive stores and broaden the focus of our brand to meet the needs of our corporate customers.

“Under our new brand identity and with our ongoing investments in 3G+ infrastructure and services, we will continue to serve our customers with all the possibilities that real mobile internet experience offers. ”

Last October, Turkcell said it was considering global expansion opportunities as it continues to perform well financially.

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