Friday, 19 May 2017

Orange Begins Full Operation In Liberia, Reinforce Its Presence in West Africa

Orange, one of the world’s leading telecommunications operators, has launched its brand in Liberia. As from Thursday, Cellcom Liberia becomes Orange Liberia. The acquisition of the Liberian operator Cellcom (http://APO.af/jSRR9G) was finalized by Orange, through its subsidiary Orange Côte d’Ivoire, on 6 April 2016, allowing the Group to reinforce its presence in West Africa.

In line with its Essentials2020 strategic plan, Orange has built up a considerable presence in this region, which offers strong growth potential and is a strategic priority for the Group’s development.

Following this rebranding, Orange Liberia will join one of the world’s most powerful brands and stands to benefit from being part of a large international group. Orange will provide its marketing expertise and world-class technical capability to further strengthen the operator’s established network and enhance customer service in Liberia.

With over 1.6 million customers at the end of February 2017, Orange Liberia is the leading mobile operator in Liberia in terms of customers. Founded in 2004, the mobile operator has been a driving force in democratizing access to telecommunication services across the country, despite difficult market conditions. It has always been a precursor in terms of network deployment and in 2012 was the first operator in Liberia to launch 3G (HSPA+) services following by 4G-LTE services in 2016. Orange will pursue this strategy and will continue to invest in the development of its network where the company is already a market leader.

With a population of 4.6 million people and relatively low mobile penetration rate (70% of the population) the country has a high growth potential for Orange.

Bruno Mettling, Deputy Chief Executive Officer of the Orange Group and Chairman and CEO of Orange Middle East and Africa, commented: “With this new presence in Liberia, Orange extends its footprint in West Africa. The launch of the Orange brand confirms our confidence in the country’s ongoing economic recovery and our commitment to bring all the benefits of new digital services to Liberians”.

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