Johannesburg — REGISTRY Africa, the administrator of the dotAfrica (.africa) geographic Top Level Domain (gTLD), believes Absa Group's rebranding will be a catalyst for Africans to build a "new" continent powered by pride and digital innovation.
The South African banking giant on Wednesday launched its new digital identity (www.absa.africa). It is the latest endorsement of the domain name following earlier approval by the African Union Commission and individual member states.
"It's a brave new world out there, with Africans embracing their pan-African identities, challenging traditional business norms and seeking to develop and implement revolutionary ways in which to compete within the digital space," said Lucky Masilela, Registry Africa Chief Executive Officer.
Masilela said Absa's belief in and alignment to the narrative of Africa as the "Bright Continent" through the selection of a .africa domain name as its primary web presence would undoubtedly boost progressive mindsets to rethink existing business, technology and branding strategies.
"But for now, the .africa domain name administrator is thrilled to see the domain name in action."
In the months leading up to the launch of its Africa-centric digital identity, Absa adopted an inclusive consultative process, with the consulting with over 130 000 employees, clients, customers and partners. Registry Africa was included in this process.
"Absa's rebranding supports our view that the .africa gTLD represents the online hopes and dreams of an entire continent," Masilela said.
Masilela said Absa's confidence in the domain name would spur other brands to invest in their own .africa digital identifier.
"There's a sense of renewal in the air and well-regarded brands like Absa are to be commended for leading this charge into a promising African future."
Announcing the rebranding from Barclays Africa Group, Absa, stated the name change marked the start of a new era for the company as "a standalone African group with a new brand design fit for a forward-looking business in a digital age."
"Our new name and brand are an expression of our new purpose and strategic direction, which commits us to growing in Africa," Chief Executive Officer, Maria Ramos, said.