Prominent South African telecoms company wants a new name

Blue Label Telecoms has proposed changing its name to Blu Label Unlimited Group amidst the company’s restructuring.

Blue Label, which owns mobile service provider Cell C, announced this proposed change to the market on Friday, 11 July 2025.

The company explained it is undergoing a significant restructuring, which involves the separation of its telecoms and non-telecoms business units.

In May 2025, Blue Label said this restructuring could involve unbundling and separately listing Cell C.

“Overall, the restructure is intended to streamline operations, improve financial sustainability, and enhance Cell C’s strategic readiness for long-term growth and potential listing,” the company said.

Amidst these changes, the company believes its name should reflect its new direction by omitting the word “telecoms”.

In addition, it believes the change from “Blue” to “Blu” aligns more with the recent adoption of its trading name and logo across marketing platforms. 

Ultimately, the company believes the name change better represents its “evolving identity and business focus”.

It is important to note that this name change is not yet final. Blue Label’s board has submitted the proposal for shareholders’ approval.

However, the new name has been reserved with the Companies Intellectual Property Commission, and the JSE has approved the change, subject to shareholder approval.