One of the world’s leading telecommunication operators Orange has announced the adoption of the Orange brand by its Egyptian subsidiary Mobinil. This move makes Mobinil the latest Orange Group subsidiary to adopt the Orange brand.
The Egyptian market makes up Orange Group’s largest operations in terms of customer numbers (33.4 million customers as at the end of Dec 2015) and contributes more than 27% of the total revenue the telecom gets from the Middle East and African market.
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 to deliver synergies and expertise to benefit its Egyptian customers
Orange will leverage its extensive technical, marketing and business know-how to benefit its Egyptian operation and improve the quality of service for customers.
Orange customers in Egypt can look forward to improvements in all areas of the customer experience including:
Improved retail experience: Orange’s focus on customer experience extends to the launch of its first ‘Smart Store’ in the country, in Cairo. The new Smart Store is designed around familiar environments with try-out spaces such as ‘Care’, ‘Fun’, ‘Tech’, ‘Money’ and ‘Tariff’ showcasing the solutions and services that Orange sells in these areas. This new store model is clear evidence of Orange’s desire to create a customer experience tailored to fit each person’s needs. 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.
Access to Orange’s global products and services factory: bringing new and innovative services to the market such as the secure authentication solution, Mobile Connect
Access to Orange’s own-branded range of devices: Egyptian customers will have access to Orange’s high-quality range of affordable devices that are customised within the Orange environment and specifically tailored for the Middle East market.