Madagascar’s leading mobile operator Antaris will tomorrow become the latest African cellco to be branded under the Orange name. The move follows the successful introduction of the Orange brand in Botswana in March this year. Orange [Paris: ORA.PA] is the only global operator to have established itself firmly in sub-Saharan Africa. As well as the aforementioned countries it has a brand presence in Cameroon and the Ivory Coast, and a joint controlling interest in Egyptian cellco MobiNil. The European-based giant claims to now have a combined African subscriber base of around 2.6 million users; it expects to see further growth in 2003. As part of the launch Antaris, which will become Orange Madagascar, will introduce a new pricing structure including per-second billing, and other innovative features previously unavailable to both business and residential mobile users. Antaris launched commercial services at the end of 1997 and by the end of March this year had 1000,000 subscribers, a market share of 60%. Its network covers 98% of the urban population.