Yas Sénégal Company Profile

Background

Overview

Yas Sénégal, formerly known as Free Sénégal, is a leading telecommunications operator in Senegal, offering a comprehensive range of services including mobile telephony, internet connectivity, and financial solutions. Established in 2019 following the acquisition of Tigo Sénégal by the Axian Group, Yas Sénégal has rapidly evolved to become a significant player in the country's digital landscape. In November 2024, the company rebranded to Yas Sénégal, aligning with Axian Telecom's pan-African strategy to unify its operations under the Yas brand.

Mission and Vision

Yas Sénégal is committed to empowering individuals and businesses by providing innovative and accessible digital solutions. The company's mission is to drive socio-economic growth in Senegal and across Africa by delivering transformative technology services that enhance connectivity and financial inclusion. Yas Sénégal envisions becoming a trusted ally in Africa's digital revolution, fostering unlimited opportunities and improving lives through cutting-edge digital and financial solutions.

Industry Significance

As a subsidiary of Axian Telecom, Yas Sénégal contributes to the group's expansive presence across Africa, operating in nine countries and serving over 40 million customers. The company's strategic initiatives, including investments in 4G and 5G infrastructure, align with Senegal's national digital transformation agenda, aiming to reduce the digital divide and promote inclusive growth.

Key Strategic Focus

Core Objectives

Digital Transformation: Accelerate the adoption of digital technologies to enhance connectivity and service delivery.

Financial Inclusion: Expand mobile financial services to provide accessible and secure financial solutions to a broader population.

Infrastructure Development: Invest in modernizing network infrastructure to support high-speed internet and mobile services.

Areas of Specialization

Mobile Telephony: Offering a range of prepaid and postpaid plans tailored to diverse customer needs.

Internet Services: Providing high-speed 4G and 5G connectivity for both individual and business customers.

Financial Solutions: Through Mixx by Yas, delivering mobile money services, digital payments, and financial management tools.

Key Technologies Utilized

4G and 5G Networks: Deploying advanced mobile network technologies to ensure high-speed and reliable connectivity.

Fiber Optic Infrastructure: Utilizing extensive fiber networks to support broadband internet services.

Data Centers: Operating Tier 3-certified data centers to provide secure and efficient data hosting solutions.

Primary Markets Targeted

Individual Consumers: Offering mobile and internet services to meet personal connectivity needs.

Businesses: Providing tailored solutions through Yas Business, including dedicated internet access, cloud services, and enterprise mobility solutions.

Government and NGOs: Collaborating to enhance digital infrastructure and service delivery in the public sector.

Financials and Funding

Funding History

Yas Sénégal's financial trajectory is closely linked to its parent company, Axian Telecom. In May 2025, Axian secured $160 million in funding from the African Development Bank to support telecom infrastructure growth across nine African countries, including Senegal. This capital is intended to strengthen networks, modernize services, and expand the digital footprint of subsidiaries like Yas Sénégal.

Utilization of Capital

Infrastructure Enhancement: Upgrading network capabilities to support 4G and 5G services.

Service Expansion: Developing new digital and financial products to meet evolving customer needs.

Market Penetration: Increasing coverage and accessibility in underserved regions of Senegal.

Pipeline Development

Key Initiatives

Network Expansion: Extending 4G and 5G coverage to improve service quality and reach.

Digital Services: Enhancing the Mixx by Yas platform to offer a broader range of financial services.

Customer Engagement: Implementing programs to increase customer acquisition and retention.

Anticipated Milestones

2025: Completion of major network upgrades in key urban areas.

2026: Launch of new financial products on the Mixx by Yas platform.

2027: Achieve significant market share in mobile financial services.

Technological Platform and Innovation

Proprietary Technologies

Mixx by Yas: A mobile financial platform offering services such as mobile money, digital payments, and financial management tools.

Advanced Data Centers: Tier 3-certified facilities providing secure and efficient data hosting solutions.

Significant Scientific Methods

Network Optimization Algorithms: Utilizing advanced algorithms to enhance network performance and reliability.

Data Analytics: Employing data-driven insights to inform service development and customer engagement strategies.

Leadership Team

Executive Profiles

Hannafi Cissé – Chief Executive Officer (CEO): Appointed on August 1, 2025, Cissé brings extensive experience in telecommunications and technology, having previously served as executive director of mergers & acquisitions at AXIAN Telecom. He holds an MBA from ESSEC Business School and is an engineer from ENSIMAG.

Kamal Okba – CEO, Telco and Mobile Money: Oversees the telecommunications and mobile financial services divisions, focusing on strategic growth and innovation.

Souleymane Thiam – Project Manager: Leads digital transformation initiatives, specializing in IT audit, process management, and risk compliance.

Competitor Profile

Market Insights and Dynamics

The Senegalese telecommunications market is characterized by rapid digital adoption and increasing competition. As of the third quarter of 2024, Orange led with a 57.12% share in the mobile market and 63.18% in the internet segment, while Yas Sénégal held 22.26% and 23.04%, respectively.

Competitor Analysis

Orange Sénégal: Dominates the market with extensive coverage and a broad range of services.

Expresso Sénégal: Focuses on providing competitive pricing and customer service.

Tigo Sénégal (now Yas Sénégal): Aims to leverage its rebranding and infrastructure investments to capture market share.

Strategic Collaborations and Partnerships

Axian Group: Provides financial backing and strategic direction, facilitating expansion and innovation.

African Development Bank: Recent funding supports infrastructure development and service enhancement.

Operational Insights

Yas Sénégal differentiates itself through its commitment to innovation, customer-centric services, and alignment with national digital transformation goals. The rebranding to Yas reflects a unified pan-African identity, aiming to create synergies and streamline operations across multiple markets.

Strategic Opportunities and Future Directions