Mobistar to Rebrand As Orange

Belgian mobile operator Mobistar is rebranding as Orange in consideration of that company's majority shareholder status and to boost its recognition in the international market

Belgium's Mobistar has announced that it is to rebrand as Orange, the name of its majority shareholder.

An analysis of the Belgian market evolution carried out in 2015 led the management team to propose this change of brand to the Board of Directors.

Orange holds a 53% stake in Mobistar. The adoption of the Orange brand in Belgium does not imply any change in the ownership structure of Mobistar, nor does it imply any strengthening of the Orange Group's interest.

Jean Marc Harion, Mobistar CEO, declared: "The adoption of the Orange brand is a unique opportunity to strengthen our presence in our markets and to support our entrance into the world of convergence" adding that "on the business market, the rebranding will help to reconfirm our leadership in international services in the domain of Machine-to-Machine and the Internet of Things."

Source: Mobistar announcement