Orange Egypt CEO Yves Gauthier, speaking at the launch event in Cairo, said that in addition to benefiting from group-wide synergies and know-how, the Egyptian operator is adopting the Orange strategy to place the customer experience at the heart of what they do, so that they can deliver on their promise "to connect our customers to what is essential in their lives". Orange will leverage its extensive technical, marketing and business know-how to benefit its Egyptian operation and improve the quality of service for customers, he said.
Gauthier also said he was concerned about the Egyptian government's plans to award a fourth mobile operator licence to Telecom Egypt, the paper Ahram Online reported. As Orange has experienced in its home market France, "all countries where there are four operators see their market contract due to pricing wars, with negative effects on investments,” said Gauthier. He noted as well that Telecom Egypt may face difficulties importing equipment for building a new network given the current dollar shortages in Egypt.
The operator also announced that the rebranding includes the launch of the first 'Orange Smart Store', at Nile City Towers where Orange Egypt has its headquarters. Egypt is the seventh country to launch Orange's smart store concept. Orange completed the acquisition of all of Mobinil last year from local company Orascom Telecom Media and Technology.
