Merged Ufone-Telenor Operator Pushes e& Rebranding as Network Integration Accelerates

Two weeks after the landmark merger, the newly combined Ufone and Telenor Pakistan entity is advancing operational integration and has formally applied for rebranding under the global “e&” identity, signaling the next major phase in Pakistan’s telecom consolidation.

Following the Islamabad High Court’s approval on June 30 and the formal amalgamation effective July 1, Telenor Pakistan has ceased to exist as a separate legal entity. All operations, spectrum assets, and customer bases are now consolidated under Pak Telecom Mobile Limited (PTML).

The management of the merged company, now Pakistan’s second-largest mobile operator with nearly 74 million subscribers and a 35.9% market share, has submitted an application to the Pakistan Telecommunication Authority (PTA) seeking approval for the “e&” brand. This reflects the influence of UAE-based Etisalat, which holds significant stakes in PTCL.

The PTA has responded by requiring a notification from the Securities and Exchange Commission of Pakistan (SECP) regarding the directors of the merged entity before the new brand can be registered or advertised.

Network teams have begun merging frequencies, with unified services already live in cities including Karachi, Hyderabad, and Faisalabad. Full integration of billing systems and digital platforms will follow in subsequent phases. Officials say existing SIM cards and services will remain operational during the transition, though some subscriber churn is anticipated.

The development comes after recent leadership changes, with Hatem Bamatraf now heading the merged PTML entity.

The merger is expected to create a stronger player capable of significant investments in 5G and digital services, intensifying competition in the Pakistani telecom market.