Mobinil has been rebranded as Orange Egypt as the French incumbent looks to boost the performance of its largest market.

Orange has more customers in Egypt, 33.4 million, than in France.

The operator does not break out exact revenues in the African country, but said Egypt represents over 27 percent of turnover in the Middle East and Africa, and three percent of group sales.

It provides 2G and 3G services, and has an innovation lab and an enterprise service centre based in the country.

Mobinil, which was founded in 1998, is the second largest operator in Egypt with around 33 percent market share.

The rebrand comes a year after Orange bought out Orascom Telecom Media and Technology S.A.E to take control of Mobinil.

The Egyptian opco becomes the latest to get rebranded as Orange, after the operator revealed last month that Mobistar, its Belgian subsidiary, will change its name later this year.

Orange Egypt CEO Yves Gauthier said: "We are part of a truly international group with all the backing that brings.

“In addition to benefiting from group-wide synergies and know-how, we are adopting the Orange strategy to place the customer experience at the heart of what we do.”

[Read more: Orange Partnership chief hopes for more from Google following African adventure]

Orange CEO Stephane Richard said: “Egypt is a vibrant market and we are delighted to bring the Orange brand to this important market on this momentous day in our history.

“Today Orange is a mobile operator in Egypt, but we want to be much more than that in the future.

“We want to be a true digital player and help the Egyptian economy and its people to draw the benefits of the digital age.”

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