Mobinil to unveil official rebranding to Orange next Tuesday

Egyptian operator Mobinil is to announce in a press conference Tuesday its official rebranding to French parent company Orange.

In the presence of Stéphane Richard – CEO and Chief Executive of Orange; and Yves Gauthier – CEO of Mobinil, the conference is to signal the official launch of the French parent company’s services and offers in Egypt.

Last year, Orange tightened its control of Egyptian mobile phone operator Mobinil, with a € 209.6 million purchase of an additional 5 percent stake, as it continues to push into Africa. The French multinational telecommunications giant, had acquired its majority shareholding in Mobinil, one of the North African country’s largest mobile phone operators, by purchasing a stake used to be owned by Egyptian tycoon Naguib Sawiris’ Orascom Telecom Media and Technology (OTMT).

Earlier, Mobinil’s logo was officially down from the company’s Smart Village headquarters last week as Orange continues to roll out its rebranding plans Saturday, killing off Egypt’s 18-year-old first mobile operator brand.

The name change is part of a slow transition to Orange, which started last year when the global telecom giant acquired Mobinil. The first rebranding stage covered stores, billboards and now headquarters with TV and social media to follow.

Egypt contributes 4 percent of Orange’s worldwide revenues, which reached €40 billion.

Backed by a presence in 28 countries worldwide including 19 in the Middle East and African markets, Orange has 260 customers worldwide, 110 million of them in the Middle East region, and 33 million in Egypt.