Orange unifies European businesses as Mobistar becomes Orange Belgium

Belgian mobile operator Mobistar has been rebranded to Orange Belgium, with the telco announcing the completed integration of all European subsidiaries into the Orange brand.

Back in February Orange confirmed the rebrand would be going ahead after conducting in-depth, high-level strategic analysis, and the telco now claims the unified Orange brand in Europe will allow it to deliver a highly converged set of services and initiatives to its customers in Belgium.

Under the previous Mobistar brand, its 3 million customers had few additional perks from Orange beyond access to its network. Now, Orange claims its Belgian customer base will benefit from its expertise as a converged, multiplay operator with added bonuses and initiatives it offers to its customers across Europe.

The telco says Orange Belgium is now adopting the group’s Essentials 2020 strategy, which it says will give customers access to “convergent offers everywhere”, including fixed internet and TV offers with accompanying OTT-like applications and content. Orange Belgium customers will also be granted access to events and experiences sponsored by Orange, including the 2016 football European championships taking place in France, to which 1,000 Orange customers will be invited.

“Our ambition is to offer digital services over both fixed and mobile networks under a single brand, Orange, and to reinforce our position as a leading convergent operator in Europe,” said Stéphane Richard, CEO of Orange. “We are very happy that Mobistar is becoming Orange right at the moment when we will be rolling-out fixed-mobile convergent offers in Belgium. From today, all our subsidiaries in Europe are branded Orange, which strengthens our leading market positions and will help us offer customers a unique and incomparable experience across Europe.”