Orange has announced the launch of the Orange brand in Egypt, where the Orange brand now replaces the Mobinil brand. Egypt is the latest subsidiary of the Orange Group to adopt the Orange brand and is the Group’s largest operation in terms of customer numbers (33.4 million customers at the end of December 2015) and contributes over 27% of its revenues for the Middle East and Africa region.
Yves Gauthier, Chief Executive Officer, Orange Egypt, said: “We are part of a truly international group with all the backing that brings. In addition to benefiting from group-wide synergies and know-how, we are adopting the Orange strategy to place the customer experience at the heart of what we do so that we can deliver on our promise ‘to connect our customers to what is essential in their lives’. Today is a proud day for our employees who have worked hard to get to this moment and we hope our customers share our pride.”
Orange will leverage its extensive technical, marketing and business know-how to benefit its Egyptian operation and improve the quality of service for customers. Orange customers in Egypt can look forward to improvements in all areas of the customer experience including improved retail experience and focus on customer experience which extends to the launch of its first ‘Smart Store’ in the country, in Cairo.
The new Smart Store is designed around familiar environments with try-out spaces such as ‘Care’, ‘Fun’, ‘Tech’, ‘Money’ and ‘Tariff’ showcasing the solutions and services that Orange sells in these areas. This new store model is clear evidence of Orange’s desire to create a customer experience tailored to fit each person’s needs. In addition, a total of 250 retail shops and 20,000 points-of-sales in Egypt will be re-branded as part of the launch.