Global telecommunications firm France Telecom has announced that it plans to change the group’s name to ‘Orange’ as of 1 July 2013.

In a statement, the firm has said that “Orange is now the brand used by all of the group’s commercial operations (fixed, mobile, TV and internet) and corporate activities.”

The company further adds that “changing the name of the company and its shares is a natural step in the process towards the simplification and unity of the group’s activities.”

As of 31 December 2012, the French-headquartered telecoms firm reported that it had over 230 million customers worldwide.

Meanwhile, 80 million of these customers are in Africa and the Middle East, the firm said.

Orange operates in African markets such as Côte d’Ivoire and Guinea.