French telecommunications giant, Orange on Wednesday, 18th of October 2017 announced the official launch of its brand in Sierra Leone. This comes over a year after it acquired Airtel Sierra Leone.
“We are pleased to bring the Orange brand to Sierra Leone, bolstering our already strong presence in West Africa. The launch of the Orange brand confirms our confidence in the country’s on-going economic recovery and our commitment to bring all the benefits of new digital services to Sierra Leoneans in the framework of a fair, transparent and clear partnership that will enable it to be established over time,” said Bruno Mettling, Deputy Chief Executive Officer of the Orange Group and Chairman & CEO of Orange MEA (Middle East and Africa).
Following the rebranding, Orange Sierra Leone will rank with one of the world’s most powerful brands and stands to benefit from being part of a large international group. As part of Orange, it will gain access to the group’s expertise, technical know-how and an extensive product and service portfolio. With its considerable presence on the African continent, which is a strategic focus for the Group, the telco offers strong growth potential for its Sierra Leonean operation.
Extensive investment in networks to drive unrivalled customer experience
With a population of about seven million people, Sierra Leone has significant potential for growth in mobile services. Following the acquisition of the company, the telco has committed itself to improving the quality and availability of its services by venturing into untapped and underserved geographical areas, offering to the people of Sierra Leone the innovation that the telco is delivering elsewhere.
Earlier this year, the telco disclosed a modernization and expansion plan to enhance the reliability, coverage and quality of its network, and voice and data services. Since the acquisition, about US $33 million has been invested for that purpose and as of mid-October, the majority of investments have already been realised with 30 new radio sites on air and over half of the entire mobile network upgraded.
“The launch of the Orange brand comes with a promise to meet the emerging needs of customers with innovative, affordable and relevant solutions that will empower consumers, giving them the freedom to do what they choose and provide them with the tools to meet life’s daily challenges. I am confident that over the coming months Orange will win the hearts of customers in Sierra Leone and emerge as one of the most admired brands in the country,” said Sekou Drame, Chief Executive Officer, Orange Sierra Leone.
What you didn’t know about Orange
- It is present in 21 countries in Africa and the Middle East, where it has more than 127 million customers as of the end June 2017.
- With 5.2 billion Euros in revenues in 2016 (12 percent of its total revenues), this region is a strategic priority for the Group.
- Orange Money, its flagship offer for money transfers and mobile financial services, is currently available in 17 countries and has more than 34 million customers.
- The Group’s strategy in Africa and the Middle East is to position itself as a leader in digital transformation and to bring its international expertise to support the development of new digital services.
- The company is the 51st most valuable brand in the world and the 7th most valuable telecoms brand in the world.