Belgian mobile operator Mobistar will become an Orange branded business after its Board of Directors voted to take the name of its parent company.
Orange holds a 53 percent stake in Mobistar, which has three million retail customers.
The France-based operator said the adoption of the Orange brand in Belgium did not imply any change in the ownership structure of Mobistar, nor any strengthening of the Orange Group’s interest in its subsidiary.
The brand change will take place before the end of the year.
Jean-Marc Harion, Mobistar CEO, said: "The adoption of the Orange brand is a unique opportunity to strengthen our presence in our markets and to support our entrance into the world of convergence with the upcoming launch of our cable Internet and TV offer for residential customers and the recent launch of the new Pulse offers for companies.
“On the business market, the rebranding will help to reconfirm our leadership in international services in the domain of Machine-to-Machine and the Internet of Things."
Jan Steyaert, President of the Board of Directors of Mobistar, added: "In the nearly 20 years of its existence, Mobistar has revolutionised and democratised the Belgian telecommunications market.
“The adoption of a major international brand such as Orange will enable the company to continue to energise the Belgian market for the benefit of its consumers.
“That is why our Board of Directors voted wholeheartedly and unanimously in favour of the brand change, which will allow Mobistar to continue its development under the Orange brand.”