Network Rebranding Leads to 2 Million SIM Updates

Gemalto says that 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."

Posted to the site on 21st June 2007