As Melita continues to rev up its engines on the way to becoming the third fully-licensed mobile operator in the Maltese Islands, an evolved, customer-focused and future-thinking Melita brand has just been launched on the local market. From Monday, Melita Cable, Melita Digital, hello, Onvol and Melita Business Communications will fuse into one brand - Melita. The Times Business caught up with Melita's chief operations officer Stephen Wright to get to know more about the exercise.
"We have a rich 17-year history of pioneering the introduction of breakthrough technology to enhance our customers' quality of life. The name Melita remains the heart of our offering. Our name is our pride. Research shows that our customers and our employees are equally proud of Melita," said Mr Wright.
The rebranding builds on Melita's strengths while shifting from a multi-brand company to a one-stop shop for complete home entertainment and communications solutions.
"Welcome to a fresh Melita experience ‒ one source, one name, one brand. An evolved Melita brand that is simple, fresh and exciting. A brand that helps you keep your life and your world close to you," said Mr Wright.
A rebranding exercise goes beyond an aesthetic change. It represents change in attitude, consolidation of a strategic direction and exceeding customer expectations. "Melita's rebranding exercise has served as a catalyst to introduce a new focus in the company's strategic direction, to build a fresh and exciting customer-focused brand that surpasses expectations and surprises with efficiency and high levels of customer care. We want to reassure our customers that choosing Melita is the best decision they have ever made."
The brand promise
The Melita brand promises to offer communication and home entertainment solutions which work faster, better, wherever and whenever, by simplifying technology to amplify customers' possibilities, at affordable rates.
"Customers are less interested in technology but they are highly interested in what technology can do them to improve their quality of life. Many people appreciate and seek to have the fastest internet speeds, no download limits and the best TV content, but are equally disinterested in learning complicated technical jargon, for example, to make their home internet connection work," Mr Wright said.
"So, the Melita brand aims to simplify technology through its human touch and flexibility, while amplifying possibilities by being reliable and empowering."
The brand essence
"Human ‒ because we want a strong and open relationship with you, to understand your needs, so we can build a service around you that exceeds your expectations.
"Flexible ‒ so you can choose the right mix of services or packages that match your individual needs and budget.
"Reliable ‒ so that we deliver what we promise and respond to your requirements throughout our relationship. We are in this for the long term.
"Empowering ‒ to provide you with total control over your communication and entertainment tools to lead better, more fulfilled and vibrant lives."
The logo
Melita's new logo has an intrinsic connection to the company's heritage while reflecting Melita's future business strategy. "The logo stands out in people's minds as it differentiates Melita from its competitors through a distinct and established name, a recognisable symbol and differentiating colours. It is our signature and a reflection of who the company is," Mr Wright said.
The brand description
The Melita brand is summed up in one sentence: "Your world with you".
"It is a quick and easy way to remember what Melita does best: it empowers customers and provides them with the tools to build their own world of entertainment and communications. With Melita, you can create your own story, dream your own future and take your world with you, wherever and whenever you need it," Mr Wright remarked.
"We understand that all our customers are different. Each has his or her own dreams. 'Your world with you' is not a slogan. It is the expression of our brand voice and an expression of a wide range of Melita's experiences, having the power to lift the heart and stir passion."
Melita's evolution
Over the last months, a great evolution has taken place within the company after GMT Communication Partners and M/C Ventures Ltd joined forces with Melita. As the rebranding project continues to unfold across all levels of the company's operation, in the coming months Melita is set to grow further as it enters the mobile telephony market with a new offering. Melita holds a licence from the Malta Communications Authority to operate a fully-fledged mobile network.
"Over the past months, there has been a great evolution taking place silently at Melita. The extensive experience of our new shareholders in international telecommunications has helped breathe new life and energy into our company," Mr Wright explained.
"We are not rebranding for the sake of changing. We operate in a fast-changing and highly competitive business, and the past months have been very important for Melita as a number of organisational changes have been implemented to ensure that Melita remains the leader in home entertainment and communication solutions," he added.
"The acquisition of a 3G licence has provided the right backdrop to examine our organisational structure, our customers' profile, our methods of operation and to identify new areas of business opportunities, such as 3G mobile.
"We look forward to our future with great optimism, as the new opportunities that lie on our horizon will continue to stimulate further investment in infrastructure and human resources."
With this commitment in mind, Melita has successfully re-engineered its customer care operation to offer round-the-clock assistance. Also from Monday, Melita's customer assistance centre will operate on a 24-hour basis, seven days a week.
"We are deeply indebted to our customers for trusting Melita as their first choice in home entertainment and communication solutions. We are equally indebted to our staff who have helped Melita grow into a market leader."
At present Melita employs almost 300 people with plans in hand to recruit more staff. Almost 50,000 customers are subscribed on Melita's fixed line telephony platform, 50,000 broadband internet subscribers and over 100,000 households connected to the cable TV platform.
Melita (formerly known as Melita Cable) was launched in 1991 to provide cable television services in the Maltese Islands. Over the years Melita branched out into new areas of communication services such as high-speed broadband internet, fixed line telephony and corporate services. The analogue TV platform has now migrated to digital.
In the first six months of this year, Melita successfully created 88 employment opportunities, representing a 20 per cent net increase in its human resources base.
"We have a rich 17-year history of pioneering the introduction of breakthrough technology to enhance our customers' quality of life. The name Melita remains the heart of our offering. Our name is our pride. Research shows that our customers and our employees are equally proud of Melita," said Mr Wright.
The rebranding builds on Melita's strengths while shifting from a multi-brand company to a one-stop shop for complete home entertainment and communications solutions.
"Welcome to a fresh Melita experience ‒ one source, one name, one brand. An evolved Melita brand that is simple, fresh and exciting. A brand that helps you keep your life and your world close to you," said Mr Wright.
A rebranding exercise goes beyond an aesthetic change. It represents change in attitude, consolidation of a strategic direction and exceeding customer expectations. "Melita's rebranding exercise has served as a catalyst to introduce a new focus in the company's strategic direction, to build a fresh and exciting customer-focused brand that surpasses expectations and surprises with efficiency and high levels of customer care. We want to reassure our customers that choosing Melita is the best decision they have ever made."
The brand promise
The Melita brand promises to offer communication and home entertainment solutions which work faster, better, wherever and whenever, by simplifying technology to amplify customers' possibilities, at affordable rates.
"Customers are less interested in technology but they are highly interested in what technology can do them to improve their quality of life. Many people appreciate and seek to have the fastest internet speeds, no download limits and the best TV content, but are equally disinterested in learning complicated technical jargon, for example, to make their home internet connection work," Mr Wright said.
"So, the Melita brand aims to simplify technology through its human touch and flexibility, while amplifying possibilities by being reliable and empowering."
The brand essence
"Human ‒ because we want a strong and open relationship with you, to understand your needs, so we can build a service around you that exceeds your expectations.
"Flexible ‒ so you can choose the right mix of services or packages that match your individual needs and budget.
"Reliable ‒ so that we deliver what we promise and respond to your requirements throughout our relationship. We are in this for the long term.
"Empowering ‒ to provide you with total control over your communication and entertainment tools to lead better, more fulfilled and vibrant lives."
The logo
Melita's new logo has an intrinsic connection to the company's heritage while reflecting Melita's future business strategy. "The logo stands out in people's minds as it differentiates Melita from its competitors through a distinct and established name, a recognisable symbol and differentiating colours. It is our signature and a reflection of who the company is," Mr Wright said.
The brand description
The Melita brand is summed up in one sentence: "Your world with you".
"It is a quick and easy way to remember what Melita does best: it empowers customers and provides them with the tools to build their own world of entertainment and communications. With Melita, you can create your own story, dream your own future and take your world with you, wherever and whenever you need it," Mr Wright remarked.
"We understand that all our customers are different. Each has his or her own dreams. 'Your world with you' is not a slogan. It is the expression of our brand voice and an expression of a wide range of Melita's experiences, having the power to lift the heart and stir passion."
Melita's evolution
Over the last months, a great evolution has taken place within the company after GMT Communication Partners and M/C Ventures Ltd joined forces with Melita. As the rebranding project continues to unfold across all levels of the company's operation, in the coming months Melita is set to grow further as it enters the mobile telephony market with a new offering. Melita holds a licence from the Malta Communications Authority to operate a fully-fledged mobile network.
"Over the past months, there has been a great evolution taking place silently at Melita. The extensive experience of our new shareholders in international telecommunications has helped breathe new life and energy into our company," Mr Wright explained.
"We are not rebranding for the sake of changing. We operate in a fast-changing and highly competitive business, and the past months have been very important for Melita as a number of organisational changes have been implemented to ensure that Melita remains the leader in home entertainment and communication solutions," he added.
"The acquisition of a 3G licence has provided the right backdrop to examine our organisational structure, our customers' profile, our methods of operation and to identify new areas of business opportunities, such as 3G mobile.
"We look forward to our future with great optimism, as the new opportunities that lie on our horizon will continue to stimulate further investment in infrastructure and human resources."
With this commitment in mind, Melita has successfully re-engineered its customer care operation to offer round-the-clock assistance. Also from Monday, Melita's customer assistance centre will operate on a 24-hour basis, seven days a week.
"We are deeply indebted to our customers for trusting Melita as their first choice in home entertainment and communication solutions. We are equally indebted to our staff who have helped Melita grow into a market leader."
At present Melita employs almost 300 people with plans in hand to recruit more staff. Almost 50,000 customers are subscribed on Melita's fixed line telephony platform, 50,000 broadband internet subscribers and over 100,000 households connected to the cable TV platform.
Melita (formerly known as Melita Cable) was launched in 1991 to provide cable television services in the Maltese Islands. Over the years Melita branched out into new areas of communication services such as high-speed broadband internet, fixed line telephony and corporate services. The analogue TV platform has now migrated to digital.
In the first six months of this year, Melita successfully created 88 employment opportunities, representing a 20 per cent net increase in its human resources base.