Orange launches in Liberia by rebranding Cellcom Liberia to Orange Liberia. Orange is present in 21 countries in Africa and the Middle East, where it has more than 120 million customers.
The acquisition of the Liberian operator Cellcom was finalized by Orange, through its subsidiary Orange Côte d’Ivoire, on 6 April 2016, allowing the Group to reinforce its presence in West Africa.
In line with its Essentials2020 strategic plan, Orange has built up a considerable presence in this region, which offers strong growth potential and is a strategic priority for the Group’s development.
Following this rebranding, Orange will provide its marketing expertise and world-class 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 democratizing access to telecommunication services across the country, despite difficult market conditions.
It has always been a precursor in terms of network deployment and in 2012 was the first operator in Liberia to launch 3G (HSPA+) services following by 4G-LTE services in 2016. Orange will pursue this strategy and will continue to invest in the development of its network where the company is already a market leader.
Bruno Mettling, Deputy CEO, Orange Group
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
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, launch Orange Money, a new robust platform to boost mobile banking services in the country.
