Orange, a major telecommunications operators in the world, today announces the launch of its brand in Liberia. As of this date, Cellcom Liberia becomes Orange Liberia. The acquisition of the mobile operator Cellcom has been made by Orange, through its subsidiary Orange Côte d’ivoire, April 6, 2016, allowing the Group to strengthen its positions in West Africa.
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In accordance with its strategic plan Essentiel2020, Orange has a significant presence in this region, with a strong growth potential, and is a strategic priority for the development of the Group.
Following this rebranding, Orange Liberia will join one of the most powerful brands in the world, and will benefit from the strength of a Group of size international. Orange will contribute its marketing expertise, commercial and technical development of the network of the operator of liberia and to the improvement of services to customers.
With more than 1.6 million customers at the end of February 2017, Orange Liberia is the leading mobile operator in Liberia in number of subscribers. Created in 2004, the mobile operator has played a pioneering role in the democratization of access to telecommunications services in the country, despite difficult market conditions. Pioneer in the field of network deployment, in 2012 it was the first operator to launch the 3G (HSPA +), followed by the 4G-LTE by 2016. Orange will continue this strategy and will continue its development in these areas, where it is the undisputed leader.
With 4.6 million inhabitants and a penetration rate of mobile is relatively low (70% of the population), the Liberia presents a significant growth potential for Orange. To support this development, the Group will endeavor to strengthen the quality of access in several areas :
– Invest in the extension of the network, like the construction of 39 sites in 2016 and 65 additional sites planned for 2017. The ambition is to accelerate the deployment of broadband and expand coverage of 4G across the country.
– Improve the quality of the Internet in providing access to cable networks, sub-marine and international Group. Orange Liberia will benefit from two points of connection, or other secure, Abidjan and Paris, which will increase the connectivity of the network by four.
Bruno Mettling, Deputy ceo of the Orange Group and President and Chief Executive officer of Orange MEA (Middle East and Africa) said : “With this new implementation in Liberia, Orange is extending its footprint in West Africa. The arrival of the Orange brand and demonstrates our confidence in the reconstruction of the country and of our commitment to bring all of the benefits of digital liberians “.
Mamadou Coulibaly, Director General of Orange in Liberia, added : “Even in 2017, a significant proportion of the liberian people still waiting for the basic telecommunications services. We will be investing significantly in the deployment of the network in the country as a whole, we will develop the e-recharge to reduce the constraints on the loading of scratch cards, will launch Orange Money, a new powerful service to boost mobile banking services in the country. We will also present new highly competitive offers as well as smartphones at a low cost in order to stimulate digital inclusion. By 2020, we intend to position Orange Liberia as a real catalyst for the digitization of the company’s liberian “.
Orange is present in 21 countries in Africa and the Middle East and more than 120 million customers. With 5.2 billion euros of turnover in 2016 (12% of the total), this area is a strategic priority for the Group. Its flagship offering money transfer and financial services on mobile, called Orange Money is available in 17 countries and counts more than 31 millions of customers. The Group’s strategy in Africa and the Middle East is to position itself as a partner of the processing and digital to bring its international expertise to support the development of new digital services.
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