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Jordan: get into the grove |
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Friday, 07 September 2007 |
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The Middle Eastern state is the latest to fall under the spell of France Telecom’s ‘Orange’ brand.
France Telecom, which has built up a 51% stake in state-owned Jordan Telecom since the early years of this decade, has now completed the rebranding of JT’s services under the ‘Orange’ label. The rebranding has been rolled out progressively since May of this year, taking in Internet, fixed and now mobile services. Some 50 JT retail outlets will be rebranded by the end of this year.
FT says that it has invested some €350mn in Jordan since 2000.
Didier Lombard, FT’s Chairman and CEO said, "This development marks an important stage in the group's development in Jordan and will enable us to offer the people of Jordan simple and convergent services that are designed to facilitate their daily lives".
Dr Shabib Ammari, Chairman of the Jordan Telecom Group, added: "We are delighted to be joining the Orange family. I am convinced this new page in the history of Jordan Telecom Group will enable us to further strengthen our position thanks to the extraordinary potential of the Orange brand and the expertise of our strategic partner France Telecom."
FT acquired the Orange brand from Vodafone back in 1997. It now stands near the top of the brand tree with Vodafone itself, thanks to FT’s decision to push it as the marketing banner for all its triple-play services. Indeed, 108mn of France Telecom’s 163mn customers worldwide are now ‘Orange’ in hue. The move in Jordan brings 2.5mn into the grove.
Jim Chalmers
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