Orange to ditch Amena brand from 13 September

25 Aug 2021

Orange Espana has confirmed that its long-running Amena sub-brand will be discontinued from 13 September, with all subscribers migrated to the main Orange brand by end-2021. Orange notes that, following the switchover, mobile subscribers will be able to receive 5G connectivity, while broadband customers will be eligible for fibre download speeds of up to 1Gbps.

The discontinuation of Amena marks the end of one of the Spanish telecoms sector’s most enduring brands. Amena was first introduced by Retevision Movil back in 1999, but the brand was ditched by France Telecom (now Orange Group) following its 2005 takeover of Amena Movil Telecomunicaciones. In an about-turn, the Amena brand was resurrected in 2012 as Orange sought to target the budget segment.

TeleGeography notes that Amena is the second Orange sub-brand to be abandoned this year. In a process which started on 11 June all Republica Movil subscribers are being migrated across to the telco’s Simyo unit.