France Telecom said that it will become Orange as of 1 July 2013, adopting the brand already used for its commercial operations.
In a statement, the company said it has “gradually simplified its visual identity in France and internationally” since 2006. The Orange brand is already used for its fixed, mobile, TV and internet businesses, as well as its corporate activities.
It said that changing the name “is a natural step in the process towards the simplification and unity of the Group’s activities”.
At the end of March 2013, the company had 229.8 million customers, including 171.8 million mobile subscribers. During the quarter, France generated just under half of its revenue ($5.07 billion, from a total of €10.3 billion).
While the company has been progressing toward the Orange brand for some time, the Wall Street Journal said that its considered approach “highlights how carefully the company moves when dealing with its French heritage, its French employees and its 27 per cent owner, the French state”.