Thursday, December 8, 2016

Orange extends its brand in Morocco and pushes his pawns in Africa – West-France

The operator of the moroccan Meditel, which is controlled 49% by Orange, has been renamed in his turn Thursday with the colors of the French number one telecoms, determined to play its card on an african continent with strong growth potential.

Orange Morocco is the 25th country of the operator to the 250 million clients in the world to reach the flag Orange, French brand the most valued in front of Axa and BNP Paribas, according to a ranking prepared by Brand Finance which places it in 54th position in the world.

” In the digital world in which it is, this world is characterized by a profusion of services and actors. And in the midst of this plethora of amazing, I think it is important for users to have a few reference points “, said the CEO of Orange, Stéphane Richard, during a press conference held in the seaside town of Skhirat between Rabat and Casablanca.

Unification of the brand

With the change of name of Meditel, which follows that of Mobinil in Egypt in the beginning of the year and Mobistar in Belgium, Orange has unified its brand to substantially all of its assets, to the exception of recent acquisitions in Africa, which should change flag early 2017.

Number two in the mobile segment in Morocco, with 14.2 million customers, Meditel sentence, however, in ADSL, a segment on which the number a Maroc Telecom has over 99 % market share. “ We can not say that the wind of the competition a lot blown on this part of the market “, pointed out Stéphane Richard, who demand that the regulatory framework is applied.

If the average revenue per subscriber is seven times lower approximately relative to the French market, the potential for expansion is important in a region where the cell phone covers more in addition to the lack of infrastructure, services image payment.

reinforced Presence in Africa and the Middle East

With the purchases of Cellcom in Liberia, subsidiaries, of Airtel in Burkina Faso and Sierra Leone, and Tigo in the Democratic Republic Of the Congo (DRC), Orange has strengthened these recent months its presence on a area Africa and Middle-East , which achieved a turnover of 3.9 billion euros on the first nine months of the year, or 12.8 % of revenue to the telecoms operator.

In Tunisia, the operator would like to strengthen the capital of its subsidiary Orange Tunisia which it owns 49% in the sides the tunisian government has indicated recently that he wanted to to withdraw.

Orange is ” pretty optimistic “ on the outcome of the discussions that carry on an additional block of 15 to 16 % of the capital, has explained to journalists Bruno Mettling, CEO of the Orange Africa & Middle East.

More careful in Iran

On Iran, in Orange, who wants like many other groups, the French gain a footing in the country, shows itself to be, however, cautious.

The number one French telecoms has been the beginning of September he was talking with the first mobile operator iran, Mobile Telecommunication Company of Iran (MCI), with a view possible cooperation in several areas.

” We see evidence that the iranian market is very interesting, very promising. Now we are extremely cautious because we see the complexity of this country “, explained Stéphane Richard to journalists. “ We see the element of complexity in particular, which is added by the question of sanctions. And so it is not going to rush “.


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