Amena

Amena was a Spanish telecommunications brand associated with mobile operator Retevisión Móvil, S.A. Its commercial service began in 1999 after Retevisión received Spain’s third mobile-network operating licence. The brand entered the market with a distinct proposition centered on prepaid mobile service, unlocked handsets, no long-term commitments, and pricing practices that differentiated it from established competitors. It later added contract plans and developed its own mobile network, initially supplementing coverage through national roaming agreements. The company’s ownership and corporate context changed over time. Retevisión became part of the Auna group, and Amena’s legal company name changed to Grupo Amena Móvil Telecomunicaciones, S.L. In 2005, France Télécom agreed to acquire 80% of Amena’s mobile business. The Spanish operations were subsequently brought together with France Télécom’s other Spanish activities, and in 2006 the group replaced the Amena and Wanadoo brands with Orange. In 2012, Orange Spain revived Amena as a secondary brand offering fixed-line, mobile, and internet services. This later Amena was part of the Orange Spain brand portfolio rather than an independent operator. Orange’s customer information states that Amena customers would transition to Orange, retaining their line-service settings and gaining access to Orange customer channels, shops, and the Mi Orange app. In September 2021, Orange Spain discontinued the Amena brand as part of a brand restructuring. The available evidence does not establish a current independent Amena business.

Amena’s origins lie in Retevisión’s entry into Spain’s mobile market. In 1998, the Spanish state granted Retevisión the country’s third licence to operate a mobile service, after licences had been granted to Telefónica Movistar and Airtel. Retevisión established Retevisión Móvil, S.A. to run the service, which began commercial operation under the Amena name on 15 January 1999. At launch, Amena set itself apart through a prepaid-focused offer, unlocked handsets, an absence of long-term commitments, and pricing features intended to appeal to consumers seeking an alternative to the incumbents. A provisional infrastructure-supply arrangement required by the competition authority allowed the new operator to use its competitors’ networks for national roaming while it built its own network. That arrangement ran until November 2000, when Amena completed deployment of a GSM network using the 1800 MHz band. It was the first operator in Spain to use that type of network, according to the supplied Spanish-language account. Amena introduced contract service in 2000, initially using the same rates as its prepaid offer and later distinguishing its plans. In 2002, Retevisión was absorbed into AunaCable, and the Retevisión brand gave way to Auna. Amena’s legal name changed to Grupo Amena Móvil Telecomunicaciones, S.L., and its branding was adjusted to reflect the new group context. Auna’s owners decided to sell its fixed-line and mobile businesses separately. On 21 July 2005, France Télécom reached an agreement to acquire 80% of the mobile business. Following the acquisition, the business and its assets, customers, and employees were integrated into the French group’s Spanish subsidiary. France Télécom combined its Spanish activities, including the mobile business and the Wanadoo internet operation. In October 2006, the group brought the activities together under Orange, replacing Amena and Wanadoo as consumer brands. Orange Spain revived Amena in 2012 as a secondary brand offering fixed-line, mobile, and internet services. It remained within Orange’s brand portfolio. In September 2021, Orange Spain ended the Amena brand as part of a restructuring in favor of Orange. Orange’s customer transition information described access to Orange shops, service channels, and the Mi Orange application, and stated that customers would retain the configuration of their line services. The evidence supplied here does not identify individual founders or executives, nor does it provide a present-day independent operation for Amena.

• Retevisión receives Spain’s third mobile-service licence

• Amena begins commercial operations

• Amena completes its GSM network deployment

• Amena introduces contract service

• Amena adopts the Auna group context

• France Télécom agrees to acquire 80% of Amena’s mobile business

• Orange replaces Amena and Wanadoo in Spain

• Orange Spain revives Amena as a secondary brand

• Amena is discontinued in favor of Orange

Initially differentiated itself in Spain with prepaid service, unlocked handsets, and no long-term commitments. After its 2012 revival, it served as a secondary Orange Spain brand.

• Prepaid mobile telephony

  Amena’s initial offer focused on prepaid mobile service.

• Mobile contract plans

  Amena began offering contract service in 2000.

• Fixed-line, mobile, and internet services

  These service categories were offered under Amena after its 2012 revival.

• France Télécom consolidates its Spanish brands under OrangeOther

• Orange Spain ends the Amena brandOther

1. 1Ventajas de Orange para los clientes de amenaorange.es
2. 2Amena — Wikidatawikidata.org
3. 3Amena — Wikipedia en españoles.wikipedia.org