Wednesday, May 27, 2009

Senegal's Mineral Water Brand Creates Orange-Flavoured Mobile Service

­Kirène, a mineral water brand in Senegal says that it has launched an MVNO in the country, running on the Orange Senegal network. The mobile service will be branded as "Kirène Mobile avec Orange", with the Mobile Virtual Network Enabler (MVNE) services being supplied by Transatel.

The bringing together of these two groups has been carried out by Philippe Vigneau, Transatel's Director of Business Development. "Being a forerunner for both companies, this project was really important to us. First of all because it was the first partnership concluded in Africa on a brand agreement (with Orange). On the other hand it is the first time that a food-industry brand, turns to a worldwide operator to develop a mobile telephony offer."

Orange is the largest mobile network in Senegal by subscriber numbers. According to the Mobile World, the operator ended last year with just over 3.5 million customers and a market share of 65.6%. The country itself has a population penetration level of 42.5%.

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