The new brand identity has a rich purple colour which is modern, warm and unique in many ways. It also has a new brand symbol, the original inspiration for which was a fine rounded stone.

The symbol is modern, dynamic and unites all major operators of the TeliaSonera Group, while enabling them to keep their local brand names and unique local features. It symbolizes global and local connectivity at customers' fingertips. When customers see this symbol, they will know that they are dealing with a strong local operator which is part of a leading international group.

Ucell rebranding completes the rebranding project of 18 major operations of the TeliaSonera Group in the Nordic and Baltic countries and the Eurasia region. The new brand identity, including a common brand symbol and colour, was originally created and launched in TeliaSonera Eurasian operations. It was later extended to the Nordic and Baltic operations and launched there on 12 May 2011.

"Since Ucell became part of the TeliaSonera Group in July 2007, we have positioned ourselves as the market trendsetter and pioneer in terms of mobile services and modern technologies. Today, we are taking the company to a new level by adopting the same brand identity as our sister companies in Northern Europe and Eurasia”, Mr. Oguz Memiguven, Ucell CEO, said.

“It reflects our pioneering spirit and our being part of a leading international group of telecom companies, while retaining our excellence and knowledge of a local operator of Uzbekistan. Our brand values are: reliability, sustainability, agility in response to the market and consumer needs and personal approach, as well as being the market and industry pioneer," he added.

During the press conference in Tashkent, Oguz Memiguven underlined that for last three years, the subscriber base of the company grew from 770,000 to 8.8 million, while market share rose from 10% to 44%.

He added that Ucell 2G network covers over 90% of the population of Uzbekistan. Ucell was the first to launch 3G services in the country and is now the market leader in terms of 3G network coverage. Ucell has also acquired 4G license and frequencies and was the first to pilot a 4G connection in Uzbekistan. Being one of the largest companies in Uzbekistan, Ucell is a leading employer and taxpayer, contributing to the development of Uzbekistan's economy and infrastructure, he stated.

"We provide all the personal service and unique know-how as a local operator, backed up by the security, stability and innovation of an international one. With the new brand identity, Ucell will aspire to be the brand, most admired for its great people, great services, great innovation and great performance. We will listen closely to our customers to ensure that our products, services and commercial offers are tailored to their specific needs and preferences," Memiguven said.

Lars Nyberg, President and Chief Executive Officer of TeliaSonera, added that during the past three years, Ucell has invested more than US$600 million in the development of its telecom infrastructure. He added that launch of new office shows commitment of the company in Uzbekistan. Along with launching new brand identity, Ucell released a number of attractive offers for the local customers. Among them is a new tariff "World of Ucell", a new campaign titled "Summer Sonata", as well as several mobile broadband package offers, including handsets and 3G modems by global brands such as Samsung, Huawei and ZTE.

The new tariff "World of Ucell" offers very attractive prices for calls within the tariff plan (US$0.001) and mobile broadband priced at US$0.04 per megabyte.

The "Summer Sonata" campaign offers customers opportunity of winning luxury prizes including a Hyundai Sonata car, Samsung Galaxy tablets, Swiss watches, and various other bonuses.

FE Coscom LLC was founded in 1996. As of June 2008, the company began rendering services of mobile communication under the Ucell brand.

Ucell is part of TeliaSonera. TeliaSonera provides telecommunication services in the Nordic and Baltic countries, the emerging markets of Eurasia, including Russia and Turkey, and in Spain. TeliaSonera is now present in 20 markets with close to 460 million inhabitants. The number of subscriptions in Q1/2011 reached over 158 million. For the year 2010, TeliaSonera's net sales amounted to approximately USD 15 billion and TeliaSonera had around 29,000 employees.

TeliaSonera provides network access and telecommunication services that help people and companies communicate in an easy, efficient and environmentally friendly way. TeliaSonera is an international group with a global strategy, but wherever it operates it acts as a local company.

In the emerging markets of Eurasia, TeliaSonera has majority holdings in leading mobile operators in Kazakhstan (Kcell), Azerbaijan (Azercell), Georgia (Geocell), Moldova (Moldcell), Tajikistan (Tcell), Uzbekistan (Ucell), and Nepal (Ncell). TeliaSonera is also a minority owner of MegaFon in Russia, Turkcell in Turkey and Roshan in Afghanistan.