Malaysia's Packet One Networks (P1) has rebranded as webe as part of its transformation into a digital mobility service provider.
But the operator has not yet announced when it plans to launch mobile services or provide details on any mobile plans.
The operator, which was acquired by Telekom Malaysia in 2014, plans to differentiate from its established rivals in the mobile network services market with a focus on being a community-driven brand.
To support these ambitions the company has launched a mobile app to promote community projects. The initial seven projects include an app to highlight and alert uses on dengue prone areas, a project to create additional ICT classrooms for disabled students and the first Malaysian-made feature length zombie movie.
Announcing the rebranding, webe CEO Puan Chan Cheong said the operator is last to market in the mobile industry and therefore needs to stand out by being significantly different.
“Being last to market means we are also able to learn from mistakes – some our own, and some from others we’ve seen in the marketplace,” he said.
“The past two years have been hard work for us as we sought to understand how we could build a better company and a brand you could love. The answer we arrived at: by having a higher purpose and a deeper connection with our communities.”
He said the decision not to provide details on plans or products at the launch of the new brand was intentional as part of these promotional efforts.
The launch will mark Telekom Malaysia's re-entry into the mobile market following the demerger of its mobile unit (now Axiata Group) in 2008.