News
All Orange units in Europe have now been brought under a single brand.
Orange confirmed that it has officially stopped using the Mobistar brand for its mobile operations in Belgium, preferring to attach its own name to the business as it moves more towards converged service offerings.
Although the France-based operator announced the formal rebranding to Orange Belgium on Tuesday, the new brand was already in action as of 9th May.
The move means that all of Orange’s European operations have now been brought under a single brand. Mobinil in Egypt also took on the parent company’s brand in March.
Stéphane Richard, chairman and CEO of Orange, commented: “We are very happy that Mobistar is becoming Orange right at the moment when we will be rolling-out fixed-mobile convergent offers in Belgium. From today, all our subsidiaries in Europe are branded Orange, which strengthens our leading market positions and will help us offer customers a unique and incomparable experience across in Europe.”
Mobistar — now Orange Belgium – unveiled its converged offer in March when it finally started reselling cable TV and broadband services following a long delay caused by regulatory hold-ups.
Orange first announced in February that it would introduce the Orange brand in Belgium. At the time, Mobistar CEO Jean-Marc Harion said the adoption of the Orange brand “is a unique opportunity to strengthen our presence in our markets and to support our entrance into the world of convergence.”
Orange owns 53% of Mobistar. It has previously confirmed that the rebrand does not signal any change in the firm’s ownership structure or its governance. Mobistar had 3.029 million customers at the end of March 2016.
