Orange is now the brand name which is most prominent among Sierra Leone’s subscribers. The French telecom group that acquired Airtel Sierra Leone on July 19, 2016, and retained this brand name to avoid a sudden change of identity to consumers, officially adopted its new brand name on October 18, 2017.
The introduction of the Orange brand in the market is a way of associating the company with a new telecoms experience made up of better network quality, innovative services and attractive rates. A new impetus will settle with that of Airtel, which has experienced some complaints about poor quality of service, and will associate the new company with success.
To conclude, “conquer the hearts of customers in Sierra Leone and emerge as one of the most admired brands in the country,” said Sekou Drame, the general manager of Orange Sierra Leone. To achieve its ambitions to reflect success and capture people’s hearts, Orange has invested US$ 33 million since the acquisition of Airtel Sierra Leone to modernize and expand the network. The objective of this operation is to strengthen the quality of voice and data services and to enable them to access more Sierra Leoneans.