SESB rebranded to Sabah Electricity

KOTA KINABALU (Oct 25): Sabah Electricity Sdn Bhd (SESB) has rebranded to Sabah Electricity, aimed at continuing its aspirations to strengthen the electricity supply service system to the people of Sabah and Labuan.

As part of the rebranding, its iconic three-pin plug logo was changed to a green and blue symbolism of Mount Kinabalu, while its slogan is now “Energising Our Future”.

The company’s customer service counter was also moved to the Employees’ Provident Fund (EPF) building in Sadong Jaya here.

In addition, its careline was changed to 15444.

Sabah Electricity chairman Datuk Seri Wilfred Madius Tangau said the rebranding symbolises their commitment towards Environmental, Social and Governance (ESG), especially in helping to realise Malaysia’s goal of achieving net-zero emissions by 2050, considering the nation’s energy sector is the highest contributor to its total greenhouse gas emissions.

Madius said the relocation of their customer service counter was made in line with the company’s prioritisation of welfare and safety since the old office building near Karamunsing shopping complex was deemed unsafe by authorities last Monday, while providing a more comfortable, cheerful and modern environment for their customers and employees alike.

He said the change to their careline number is a manifestation of their determination to provide more efficient and responsive service to the people, hoping that it will make it easier for their customers to communicate any problems or complaints, as their calls will now be forwarded directly to the customer service centre instead of Tenaga Nasional Berhad (TNB) during peak hours.

Sabah Electricity chief executive officer Ir Ts Mohd Yaakob Jaafar said the rebranding is not just about changing the logo or corporate color, but involves the image and identity of the company.

Mohd Yaakob highlighted that this is in light of the company becoming an important pillar in Sabah’s energy landscape and the society and their expectations for utility services gradually increasing.

He said the need for rebranding comes from their commitment to not only provide better service to their customers, but to also align themselves with global energy trends and reflect their journey towards a greener and more sustainable future.

“By taking bold steps towards rebranding, Sabah Electricity has proven its commitment to continue to grow and adapt to the needs of the dynamic market.

“This success is not only a reflection of collective team effort, but also the customers’ trust which never fades.

“Hopefully, this change will be the drive for more big successes in the future, opening up new opportunities and strengthening the company’s position in the industry,” he said during the rebranding ceremony at the EPF building here today.