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Mobinil changes to Orange as telecoms giant rebrands its Egyptian operations

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By Tony Connelly | Sports Marketing Reporter

March 11, 2016 | 3 min read

Orange is restructuring its global marketing by rebranding its Egyptian operation Mobinil as it looks to capitalise on the vibrant market.

Orange

Mobinil will be rebranded as Orange in Egypt from today (13 March) as part of a major push to boost its competitive position in the Middle East and Africa region.

Egypt is a key market for the company, serving as its largest operation in terms of customer numbers (33.4 million) and contributing over 27 per cent of its revenues for the Middle East and Africa region.

Orange

Stéphane Richard, chairman and chief executive officer for Orange described Egypt as “a vibrant market” and said the company was “delighted to bring the Orange brand to this important market on this momentous day in our history.”

She added: “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.”

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As part of the rebranding initiative Orange will rebrand a total of 250 retail shops and 20,000 points-of-sales in Egypt and will open its first smart store in Egypt later this year.

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