Telecoms.com periodically invites expert third parties to share their views on the industry’s most pressing issues.

In this piece Niall Norton, CEO at Openet, a BSS and customer engagement systems provider, reflects on Vodafone’s recent rebrand and considers if it’s indicative of a wider identity crisis the global operator community is starting to recover from

Vodafone recently announced a change in its brand positioning.

It includes logo tweaking and a new strapline suggesting renewed optimism for the future.

Vodafone itself, through its CCO and CSO, Serpil Timuray believes the changes it has made reflect ‘the very good reasons to be optimistic about the future as emerging innovations in science and technology begin to have a profoundly positive impact on society.’

The announcement made me smile for two reasons.

The text above is a summary, you can read full article here.