Israeli mobile carrier Partner Communications Ltd. drew up plans several years ago for the possibility that it would end its agreement with France Telecom, owner of the Orange brand. Partner has seriously considered in the past simply launching its own brand, just as all its Israeli rivals such as Cellcom Israel Ltd. and Pelephone Communications Ltd. operate under their own brands.

It is certainly possible after the statements in Cairo yesterday by Orange CEO and chairman Stephane Richard that he wants to cancel Orange’s agreement with Partner, that now is the right time for the Israeli company to dump the Orange brand. It is not clear whether the Orange brand has any advantages for Partner and especially after Richard’s boycott comments the brand might now be a burden. Partner is also expected to assess the damage in the coming days and decide if there is a sufficient case to sue Richard for damages.

Read full story at Globes.