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Mobile operator will stop using the Orange name, but has yet to state when it will rebrand.
Partner Communications has decided to stop using the Orange brand for its operations in Israel.
The announcement comes six months after Orange CEO Stephane Richard inadvertently stirred up controversy in Israel by indicating that he was keen to terminate his company’s brand licensing deal with Partner and withdraw the Orange brand from Israel. His comments were misinterpreted as having a political angle, leading to some urgent diplomacy.
As a result, Orange and Partner renegotiated their brand licensing agreement to give Partner the right to terminate it at any time during the subsequent 12 months, and enable either party to pull out during the year after that.
Partner has now taken advantage of the new deal.
In a statement to the Tel Aviv stock exchange on Tuesday, Partner said it has notified Orange of its decision to terminate their brand licensing agreement.
However, it did not comment on when it will stop operating as Orange or on whether it will roll out a new brand to replace the Orange name.
"Partner will continue providing goods and services under the Orange brand name until further announcement," it said.
Orange, meanwhile, issued a statement of its own acknowledging Partner’s decision.
"Pursuant to the agreement and as previously announced, Orange will be able to use its brand for its continuing investments in technological innovation in Israel," the telco added.
