The rebranding of KPN Orange in Belgium has started. KPN Mobile and France Telecom’s Orange unit had originally jointly owned the company. However, in February 2001, KPN Mobile bought out Orange’s share.
The operator will now be named BASE. Teams of experts, advertisers and researchers worked on the new company brand and look, which KPN hopes will be a successful strategy.
BASE will soon be deploying NTT DoCoMo’s i-mode mobile Internet system, which promises better functionality and usability than WAP.