Orange has announced the launch of its brand in Egypt. As of today, the Orange brand replaces the Mobinil brand, which happens to be the Orange Group’s largest operation in terms of customer numbers (33.4 million customers at the end of December 2015) and contributes over 27% of its revenues for the Middle East and Africa region.
Stéphane Richard, chairman and chief executive officer for Orange, commented: “Egypt is a vibrant market and we are delighted to bring the Orange brand to this important market on this momentous day in our history. Today Orange is a mobile operator in Egypt, but we want to be much more than that in the future. We want to be a true digital player and help the Egyptian economy and its people to draw the benefits of the digital age.”
Yves Gauthier, chief executive officer, Orange Egypt, said: "We are part of a truly international group with all the backing that brings. In addition to benefiting from group-wide synergies and know-how, we are adopting the Orange strategy to place the customer experience at the heart of what we do so that we can deliver on our promise ‘to connect our customers to what is essential in their lives’. Today is a proud day for our employees who have worked hard to get to this moment and we hope our customers share our pride.”
Orange will leverage its technical, marketing and business know-how to benefit its Egyptian operation and improve the quality of service for customers. Several plans are in offing to provide an improved customer experience to the people. In a bid to improve the retail experience, Orange is launching its first ‘Smart Store’ in the country, in Cairo. The new Smart Store features try-out spaces such as ‘Care’, ‘Fun’, ‘Tech’, ‘Money’ and ‘Tariff’ showcasing the solutions and services that Orange sells in these areas. In addition, a total of 250 retail shops and 20,000 points-of-sales in Egypt will be re-branded as part of the launch.
In addition, Egyptian customers will have access to Orange’s global products and services as well as its own-branded range of affordable devices tailored for the Middle East market.