Brand ActivationEconomics

Goodbye Mobinil, Hello Orange

On the heels of Click GSM’s renaming as “Vodafone Egypt,” rival mobile-phone network Mobinil looks likely to also adopt the name of a major western mobile service provider, Orange!

Since its inception in May 1998, Mobinil has strived to maintain its position as one of the leading mobile operators in Egypt and the Middle East. Mobinil was the first telecom company to receive ISO 14001 certificate in Egypt and the Middle East.

Mobinil is Egypt’s second largest operator, trailing behind Vodafone Egypt, which according to analysts Ovum as of September 2014 had some 42 million subscribers.

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#Orange (previously #Mobinil) brand activated in #Egypt Images captured by #ThinkMarketing team.

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Orange confirms its commitment to the Egyptian market as one of it’s most important assets in the region and its largest market in terms of customers.

Social Media Reaction

Check out some of the best social media reaction from Orange Brand launch party in Egypt

2015 Throwback

In February 2015, an agreement was reached between Orange and Orascom Telecom Media and Technology Holding (OTMT) where OTMT, then holder of 5% of Mobinil’s shares, sold all its shares and voting rights in the company to Orange SA, thus raising Orange’s ownership in Mobinil to 98.92%.

The social and political situation has started to stabilize in Egypt. However, the economic recovery has been slow. The Egyptian Company for Mobile Services (ECMS) pursued the action plans initiated in 2012 with a strategy focused on value creation and operational efficiency. ECMS’s management continued to focus on cost-monitoring and profit margin improvements through major initiatives like a large transformation program.

On a separate note, Expected that Telecom Egypt will secure a mobile license, thereby becoming the 4th mobile operator on the market.

Mobinil Distribution to Run Under Orange Brand Name

Mobinil sells products and services in Egypt through different distribution channels:
– 52 Mobinil stores;
– 55 franchise stores;
– 33 Mobinil kiosks;
– 49 outsourced kiosks;
– specialized distributors and retailers.

About Orange Group

Orange is one of the world’s leading telecommunications operators with sales of 39 billion euros in 2014 and 156,000 employees worldwide on 31st of December 2014, including 99 400 employees in France. Present in 29 countries, the Group has a total customer base of 244 million customers worldwide on 31st of December 2014, including 185 million mobile customers and 16 million fixed broadband customers. Orange is also a leading provider of global IT and telecommunication services to multinational companies, under the brand Orange Business Services.

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