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Israeli cellphone firm now using own brand after Orange split

Israeli cellphone firm Partner announces on Tuesday it has begun operating under its own name after splitting with French company Orange following a major diplomatic dispute last year.

Orange announced in June that it would retake control of its brand in Israel, agreeing to pay up to 90 million euros ($100 million) to do so. The brand had been licensed to Partner for use in Israel until 2025.

Orange currently has research facilities in Israel but is not a mobile phone operator.

Attempts by the French company to recover use of its Orange brand in Israel led to a major diplomatic row after the head of the company, Stephane Richard, made comments that were interpreted as a desire to boycott the country for political reasons.

AFP

A file picture taken in Paris on February 17, 2014, shows French telecom operator Orange CEO Stephane Richard (Eric Piermont/AFP)
A file picture taken in Paris on February 17, 2014, shows French telecom operator Orange CEO Stephane Richard (Eric Piermont/AFP)

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