Israel’s Partner Communications, which currently offers services under the Orange banner, has notified France’s Orange Group of its decision to terminate its current brand license agreement (BLA). According to Reuters, Partner is expected to continue trading using the Orange brand name until a further announcement is made, while it is understood that it will now start the process of looking for a new brand name.
As previously reported by CommsUpdate, back in June 2015 Orange Group and Partner announced the signing of an agreement which created ‘a new framework for their relationship’. Under this the two companies said they would use a detailed market study to assess Partner’s position within the dynamics of the Israeli telecommunications services marketplace. Further, as per the agreement both Partner and Orange Group were given the right to terminate the existing Orange BLA; the deal specified that should Partner opt not to exercise its right to terminate within a year, then either side would be able to terminate the BLA during the following twelve-month period.