Gemalto Operated Services Support Rebranding of Orange Affiliates in West Africa

Gemalto Operated Services Support Rebranding of Orange Affiliates in West Africa

Leading Senegalese and Malian operators successfully completed their rebranding campaigns in record time thanks to Gemalto’s OTA solution

GSM West Africa, Dakar, Senegal, June 20, 2007–Gemalto (Euronext NL0000400653 GTO), the world leader in digital security, today announces it has provided Sonatel in Senegal and Ikatel in Mali with operated services to assist them in their rebranding campaign. Now renamed Orange Senegal and Orange Mali, both operators have selected Gemalto’s Over-the-Air (OTA) management solution to seamlessly update all of the SIM-based devices in the field. With over 2 million units updated in a few days, Gemalto enabled Orange Senegal and Orange Mali to raise awareness of their new commercial brand and inform their subscribers in a direct and efficient way.

When Sonatel and Ikatel adopted the Orange name, both operators wanted to promote their new brand to their customers quickly and easily. A key element of their rebranding strategy was to place the new name directly onto the subscriber’s phone screen. Gemalto’s OTA management solution was the clear choice to step up to this challenge, as it allowed update of SIM-based devices in bulk by just sending an SMS direct to the Orange subscriber.

“We are proud to have contributed to a seamless rebranding campaign for Orange Senegal and Orange Mali, one that increased brand awareness with zero inconvenience for subscribers,” said Xavier Chanay, president Africa, Middle East, CIS at Gemalto. “This success confirms our leadership and expertise in providing operated services for remote campaigns, based on trusted and field-proven solutions.”

About Gemalto

Gemalto (Euronext NL 0000400653 GTO) is a leader in digital security with pro forma 2006 annual revenues of €1.7 billion, operations in about 100 countries and more than 10,000 employees including 1,500 R&D engineers. In a world where the digital revolution is increasingly transforming our lives, Gemalto’s solutions are designed to make personal digital interactions more convenient, secure and enjoyable.

Gemalto provides end-to-end digital security solutions, from the development of software applications through design and production of secure personal devices such as smart cards, SIMs, e-passports, and tokens to the management of deployment services for its customers. More than a billion people worldwide use the company’s products and services for telecommunications, financial services, e-government, identity management, multimedia content, digital rights management, IT security, mass transit and many other applications.

As the use of Gemalto’s software and secure devices increases with the number of people interacting in the digital and wireless world, the company is poised to thrive over the coming years. Gemalto was formed in June 2006 by the combination of Axalto and Gemplus. For more information please visit


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