Orange has launched its brand in Liberia. Cellcom Liberia has become Orange Liberia. The acquisition was finalised by Orange, through its subsidiary Orange Côte d’Ivoire, on 6 April 2016, allowing the Group to reinforce its presence in West Africa.

In line with its Essentials2020 strategic plan, Orange has built up a considerable presence in this region.

Following this rebranding, Orange will provide its marketing expertise and world-class technical capability to further strengthen the operator’s established network and enhance customer service in Liberia.

With over 1.6 million customers at the end of February 2017, Orange Liberia is the leading mobile operator in Liberia in terms of customers. In 2012 it was the first operator in Liberia to launch 3G (HSPA+) services following by 4G-LTE services in 2016. 
 
Bruno Mettling, deputy CEO of the Orange Group and chairman and CEO of Orange Middle East and Africa, said: “With this new presence in Liberia, Orange extends its footprint in West Africa. The launch of the Orange brand confirms our confidence in the country’s ongoing economic recovery and our commitment to bring all the benefits of new digital services to Liberians”.

Mamadou Coulibaly, CEO of Orange Liberia, added: “Even in 2017, an important part of the Liberian population is still waiting for basic telecom services. We will invest significantly in network roll-out across the entire country, develop e-recharge in order to ease the constraints of scratch-cards loading, launch Orange Money, a new robust platform to boost mobile banking services in the country. We will as well introduce new highly competitive offers and low cost Smartphones in order to boost digital inclusion. We intend to position Orange Liberia by 2020 as a true catalyst for the digitisation of Liberian society”.