Orange has announced the launch of its brand in Liberia, with Cellcom Liberia now rebranded as Orange Liberia.
The acquisition of the Liberian operator Cellcom was finalised by Orange through its subsidiary Orange Côte d’Ivoire on 6 April 2016, allowing the group to reinforce its presence in West Africa. Following this rebranding, Orange Liberia stands to benefit from being part of a large international group. Orange will provide its marketing expertise and 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 democratising access to telecommunication services across the country, despite difficult market conditions. It has always been a forerunner in terms of network deployment and in 2012 was the first operator in Liberia to launch 3G (HSPA+) services, followed by 4G-LTE services in 2016. Orange will pursue this strategy and will continue to invest in the development of its network.
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. To support this development, the group will work to reinforce the quality of access in several areas. In terms of network expansion, the group constructed 39 sites in 2016, with an additional 65 planned for 2017. Part of the plan is to accelerate broadband deployment and to expand 4G penetration across the country.
Orange will also strongly enhance Internet quality by providing access to its submarine and international cable networks. Orange Liberia will benefit from two additional secure connection points in Abidjan and Paris that will multiply network capacity by four.
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”.
Mamadou Coulibaly, CEO of Orange Liberia, added: “Even in 2017, an important part of the Liberian population is still waiting for basic telecom services. We will invest significantly in network roll-out across the entire country, develop e-recharge in order to ease the constraints of scratch-cards loading, and launch Orange Money, a new robust platform to boost mobile banking services in the country. We will as well introduce new highly competitive offers and low cost Smartphones in order to boost digital inclusion.”