Orange Switzerland is changing its name to Salt, effective on Monday.
The mobile operator was acquired by French businessman Xavier Niel earlier this year and last month revealed that a rebrand was imminent.
At the time we speculated that Niel might seek to extend the Free brand used by his French ISP and mobile operations, but the company has taken a different tack and opted for something new.
Salt represents the essentials for a mobile life, the company said on its Website.
"We are offering a trustworthy mobile connection at a reasonable price," said Salt CEO Johan Andsjo, in a statement.
"We are treating our customers like human beings, not like numbers," he added.
The company unveiled a series of offers, including its Pass tariff, which it describes as the simplest in Switzerland. Amongst other things, it provides unlimited usage within Switzerland and a discount for senior citizens.
It also detailed its Salt Pack, which allows a customer to have a single subscription with a smartphone, tablet, accessory and apps via a single contract.
The company also offers WiFi calling and allows customers to cancel or modify their contracts during the first six weeks.
Looking ahead to the rest of 2015, Salt pledged to extend 4G coverage to 96% of the population, and said it will add 300 base stations to its mobile network during the year.
Salt is the smallest of Switzerland’s three mobile network operators. It had a mobile customer base of 2.17 million at the end of 2014, compared with Swisscom’s 6.54 million and Sunrise’s 2.46 million.
