MUSCAT: Oman Qatari Telecommunications Company (Nawras) has rechristened itself Ooredoo. The change comes into effect from Tuesday.

Greg Young, CEO, Ooredoo officially announced the change at an event held at the company’s main branch in Muscat Grand Mall on Monday.

“Today is about celebrating the change of our brand. Identifying with that larger brand would help the company assert itself in dealings with large software firms such as Google, Apple, and Facebook. It also gives us much bigger strength globally. We were unable to deal with [those firms] as a small company,” said Young.

With the change in name also comes a change in the brand logo which subscribers had come to identify with over the past decade. The multi-coloured bird wing (‘Nawras’ in Arabic means seagull) has now become red-themed text Ooredoo, which means ‘I want’ in Arabic.

Meanwhile, James Rajasekar, assistant professor in the department of management at SQU’s College of Economics and Political Science, said the rebranding will likely reflect more than just a name change.

“I think it’s strategic and a chance to reposition themselves [in the market]. There could be some changes,” he said, referring to possible new products or markets that Ooredoo Oman will pursue.

What will be important is how the company decides to take the new identity, he said. “Initially, there’ll be reluctance. But eventually customers will get used to it. It depends how creative [the company] will be.”

Young said that services already being offered to customers will not be affected.

“We are confident that customers will also have as much, if not a stronger, emotional attachment to Ooredoo,” he said.

Fatima al Balushi, a customer said it’s too early to comment on the change. “I was used to Nawras. I’ll try it and then decide what to do,” she said.