News
Israeli mobile operator walks away from Orange brand, plans TV service launch.
Partner Communications has, unsurprisingly, dropped the Orange brand name and presented a new look and a new – turquoise – logo.
The Israeli mobile operator terminated its longstanding brand licensing arrangement with Orange in January, but at the time did not disclose how it would market its products and services going forward.
On Tuesday it revealed that it will start using the Partner brand, in an announcement published by the Tel Aviv Stock Exchange. That announcement sported a new logo, and the company’s Website has also abandoned its links with Orange.
"After an intensive strategic process, the company is embarking on a new and advanced path towards its goal of evolving into a comprehensive digital telecommunications group, led by the Partner brand," said Partner CEO Isaac Benbenisti.
"Partner will continue to adapt to the telecommunication market changes in the consumer and technology aspects, in order to provide added value to its customers," Benbenisti said.
Adapting to changes in the market appears to indicate a multi-play strategy from Partner.
According to Reuters, Benbenisti told a press conference that Partner is planning to launch a TV service soon and is working on securing attractive content for it.
Partner’s split with Orange stems from a row that erupted last summer when the French telco’s CEO Stephane Richard indicated that he was keen to terminate the pair’s branding arrangement, comments that were misinterpreted as having a political bent.
The telcos subsequently renegotiated the terms of their branding deal, allowing Partner to pull out at any time in the following 12 months. It did just that at the start of this year.
