Mobistar Belgium to take Orange brand

Belgian telco Mobistar will adopt the Orange brand, in a move it said will strengthen its position in as a convergent and mobile player in Belgium.

Mobistar said that the move follows several in-depth analyses about replacing the Mobistar brand with the Orange brand, carried out last year.

“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 with the upcoming launch of our cable Internet and TV offer for residential customers and the recent launch of the new Pulse offers for companies,” said Mobistar CEO, Jean Marc Harion.

“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.”

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, according to the company.