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GO came to life replacing the brands and respective logos of Maltacom, Maltanet, Multiplus and go mobile. With GO being the new brand, the company announced three brand descriptors – GO Plus, GO Business and GO Mobile.

 

GO Plus covers services provided to residential customers at their homes, and encompasses the fixed line business (talk), broadband Internet (surf) as well as digital television (watch).

 

GO Business addresses business customers. In addition to fixed voice, broadband and television, GO Business covers also co-location and hosting services. GO Business provides complete and personalised solutions for the requirements of businesses, both small and medium sized as well as large enterprises and corporations.

 

GO Mobile encompasses the mobile communications for both residential and business customers.

 

When addressing the official launch of the new brand, GO Chairman Sonny Portelli said the brand is based on the notion of delivery, that is, the ability to fulfil promises. In fact, GO’s tagline is ‘MADE FOR YOU’.

 

“We want to deliver to our customers the kind of services and products that can make a real difference to their daily lives. We want to deliver on time and according to the customers’ needs,” Mr Portelli said.

 

Based on this brand positioning are the values that the GO brand stands for, namely: Simple, Creative, Brilliant and Honest.

 

Speaking about the brand’s look and feel, GO’s Chief Executive Officer David Kay said: “GO is fresh, dynamic and contemporary. The choice of white as the base colour helps to highlight the predominance of the orange palette of the GO brand. This combination of white and orange stands out in the market.”

Apart from the launch of the new brand, Mr Kay announced also a number of key deliverables related to GO. The first was the opening of the GO flagship store in Psaila Street, Birkirkara on 13 June. This outlet will be selling GO’s quad-play offerings, and will be accepting payment of all bills. The Birkirkara outlet will reflect the new look and feel of the brand.

 

In addition, GO Plus and GO Business customers will have access to a single 24x7 Single Customer Care number - 8007 2121. GO Mobile’s 146 and 79 222 146 will remain operative.

 

Later on today, GO will be launching its new portal www.go.com.mt, which brings together all its services into one practical and easy-to-use website. Moreover, in the coming weeks, under the new brand, GO will be announcing new bundled packages and offers.

 

The new brand will mean also new content in the digital TV platform as well as improved nationwide coverage. GO Mobile’s 3.5G (HSDPA) network will continue to lead the market in terms of coverage and speeds, and in the coming weeks, GO mobile will be issuing a number of commercial packages for this technology.

 

Mr Portelli said: “This is an important milestone in this company’s history. Since being privatised last year, a number of changes have taken place to ensure that our organisation places the customer at the centre of all our operations. The rebranding into GO will ensure that we can communicate in a more effective way, now that we are a quad-play organisation.”

 

CEO David Kay said: “Our new identity truly reflects our objective of converging our businesses from an operational as well as a customer point-of-view. In fact, today’s brand launch is the culmination of the merger of three companies – Maltanet and Multiplus into Maltacom – which took place recently. GO mobile will continue operating as an independent company, but still within the GO brand. Wherever possible, we want to get all our operations benefiting from mutual synergies from our various companies and subsidiaries.”

 

Mr Kay said the re-branding is about everything the company does: “The way our people behave, pick up the phone and develop new products and services - a brand has to match the expectations of our customers, as well as our employees, at every touch point.

 

“This is the start of another journey, and the changes related to our brand will take some time to be fully implemented. The undertaking of re-branding such a group is not an easy one, and we endeavour to do it in the best possible way – although not everything will be changed from day one. Coupled with this re-branding are a number of changes within the organisation which are aimed at making GO more efficient and effective in the way it operates,” Mr Kay said.

 

For the time being, Maltacom p.l.c. will remain the registered company name (and the company will continue to be listed in the local and foreign stock exchanges as Maltacom p.l.c.) until this is eventually changed during a general meeting of the company’s shareholders.