New Delhi, Oct 18 (IANS): In order to reposition itself mobile telecommunications industry body, Cellular Operators' Association of India (COAI), has updated its logo and brand identity Friday.

“The rebranding activity is a part of our effort to be abreast with the changing trends in technology and customer demands. The industry and the Association have evolved over the years adapting to the global standards and best practices. We see COAI continuing to take its established leadership position in the sector, which has emerged as the second largest telecom market of the world,” Himanshu Kapania, COAI chairman, said here.

COAI represents over 70 percent of the industry by revenue. The previous logo and brand guidelines served COAI for 18 years.

“COAI has undertaken a makeover of its brand image and identity to continue to play the role of a thought leader for the industry,” Rajan S Mathews, COAI director general, said.