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Wednesday, May 18, 2011

InterSwitch revives brand identity

Electronic payment (e-payment) transaction switching company, InterSwitch, has revived its brand identity at a corporate unveiling in Lagos.

The chief executive officer, InterSwitch, Mr. Mitchell Elegbe, said at the unveiling that his firm is vigorously pursuing its expansion plans across the continent of Africa.

“We are expanding into East and West Africa, however we realise that InterSwitch has typically been viewed as a card company and the primary driver of the growth in Automated Teller Machines (ATM), and Point of Sale Terminal (POT) usage in Nigeria, but we do far more than that,” he said.

Elegbe also said that they revived the company’s identity and communication to reflect exactly what InterSwitch do so as to know where to serve organisations and governments across Africa.

According to him, the repositioning of Interswitch business has given them an opportunity to refresh its corporate identity in line with current times, develop consumer associations in line with business offering.

Additionally, he said, the refreshing of its identity would create an awareness of Interswitch products and services in existing and new markets. InterSwitch, he said, opened the preliminary stage of its Pan-African expansion drive through the sale of 67 per cent equity to Helios Investment Partners and Adlevo Capital.

Elegbe said Helios has significant investments in financial service firms in East and West Africa while Adlevo Capital has typically invested in businesses where technology and continuous innovation are critical for business success.

Earlier to the sale, he said, InterSwitch had acquired a controlling stake in Bankom Limited, Uganda’s only licensed inter-bank switch, and more recently won a competitive bid to partner with the Central Bank and Bankers Committee of Gambia and Sierra Leone to design, implement and manage the national switches in these countries.

He explained that with multi-channel innovative solutions such as Quickteller; a value added service platform, Paydirect; a payment collections, lodgment and monitoring solution, Verve; a domestic Chip and PIN payment card, and MasterCard Verve - a co-branded payment card for domestic and international markets; InterSwitch has become a prominent brand in electronic transaction switching and payment processing in Africa.

The Chief Marketing Officer, InterSwitch, Mrs. Tito Adeniyi-Aderoju said, the reviving of the corporate identity forms part of an overall brand strategy to communicate how InterSwitch has, and could partner with businesses to accelerate growth, and reduce transaction costs irrespective of where the business may reside on the African continent.

“InterSwitch has phased the brand refresh over a period of time and expects to complete the entire process by third quarter of 2012,” she disclosed.

Remmy Nweke
ITREALMS Online ... delivering news for ICT4D


Joseph said...

That's great for them. Brand identity is one of the most important things that every company considers. It's a good thing that they already revived their own identity.

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John said...

Imagine if a certain company has no identity, how would their clients know if they're reliable? That's the importance of having an identity.

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