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The future’s Orange for Belgian mobile operator.
Orange plans to stop 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.
The telco on Thursday announced that its Belgian business will rebrand as Orange during the course of this year.
"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 with the upcoming launch of our cable Internet and TV offer for residential customers and the recent launch of the new Pulse offers for companies," said Mobistar CEO Jean-Marc Harion.
"On the business market, the rebranding will help to reconfirm our leadership in international services in the domain of Machine-to-Machine and the Internet of Things," he said.
Orange said the rebrand will enable Mobistar to gain more direct access to the group’s innovations and technical expertise.
"The adoption of a major international brand such as Orange will enable the company to continue to energise the Belgian market for the benefit of its consumers," said Jan Steyaert, president of Mobistar’s board of directors.
"That is why our board of directors voted wholeheartedly and unanimously in favour of the brand change, which will allow Mobistar to continue its development under the Orange brand," Steyaert said.
Orange owns 53% of Mobistar. It confirmed that the rebrand does not signal any change in the firm’s ownership structure or its governance.
