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Orange, the French telecoms giant, announced today that its Egyptian subsidiary, Mobinil, has adopted the Orange brand name.

In a press statement released on Tuesday, Orange said the new identity allows the telecoms company to leverage its extensive technical, marketing and business know-how to benefit its Egyptian operation and improve quality of service for customers.

“Egypt is a vibrant market and we are delighted to bring the Orange brand to this important market on this momentous day in our history,” said Stéphane Richard, Orange Group’s Chairman and Chief Executive Officer. “Today Orange is a mobile operator in Egypt, but we want to be much more than that in the future. We want to be a true digital player and help the Egyptian economy and its people to draw the benefits of the digital age.”

Egypt is one of Orange’s largest markets in terms of customer base. The company reached about 33.4 million subscribers at the end of December 2015. Orange Egypt contributes over 27 over of the group’s revenues for the Middle East and Africa region.

“In addition to benefiting from group-wide synergies and know-how, we are adopting the Orange strategy to place the customer experience at the heart of what we do,” said Yves Gauthier, Orange Egypt’s Chief Executive Officer.

Orange has been on an acquisition spree in Africa. In 2016 alone, Orange paid $160 million for Tigo DRC and $900 million for Bharti Airtel’s operations in Burkina Faso and Sierra Leone. Orange also acquired Cellcom Telecommunications, the second largest mobile operator in Liberia, for an undisclosed fee.

So far, the French telecoms giant has operations in over 20 African countries, including Cameroon, Ivory Coast, Niger, Mali, Tunisia, Kenya, and Egypt.