French behemoth Orange Group has announced the launch of its brand in Liberia, with Cellcom Liberia now rebranded as Orange Liberia. Having completed the acquisition of the mobile network operator (MNO) via its Orange Cote d’Ivoire subsidiary in April 2016, the Paris-based giant is now looking to consolidate its presence in the West Africa region, and is providing financial muscle and technical capability to further strengthen the Liberian operator’s established network and enhance customer service. The MNO reported a total of over 1.6 million customers at the end of February 2017, and claims to have leap-frogged rival Lonestar-MTN to become the leading operator in Liberia in terms of customers. Founded in 2004, Orange Liberia has been a forerunner in terms of network deployment and in 2012 was the first operator in the country to launch an HSPA+ service, followed by 4G LTE services in April 2016. The parent says it intends to pursue this innovation strategy and continue to invest in the development of its network to take advantage of the potential afforded in a country where TeleGeography notes cellular penetration of 74.6% lags the regional average of 81.8%. To support this ongoing growth strategy, Orange says it now plans to work to reinforce the quality of access in several areas. In terms of network expansion, the group constructed 39 new cell sites in 2016, with an additional 65 planned for 2017. Moreover, it also plans to accelerate the deployment of mobile broadband in the years ahead and to expand 4G penetration across the country. Meanwhile, Orange Group will also strive to enhance internet quality by providing access to its submarine and international cable networks. Here, Orange Liberia will benefit from two additional secure connection points in Abidjan and Paris that will provide a four-fold increase in network capacity.