The document gives insights into the history of the Orange Company, Orange's strategy, Presence of Orange in world and European markets and the impacts of the strategy adopted by Orange. Launched in April 1994, Orange was the fourth mobile phone operator on the British market. By the end 2000, Orange became the third mobile phone operator on the British market and reached more than 8.25 million subscribers, that is 2.3 million more than in 1999. In France, France Télécom launched Itineris in 1992. Since then, Itineris has acquired the market leader position on the French mobile phone market. In May 2000, France Télécom took Orange over for £ 25.1 billion.
The point for France Télécom was to change the image of the services it proposed. Itineris was seen as too much technical, the word was associated with networks and with GSM technology in particularly.
Three reasons made France Télecom change its services into Orange Services:
-Orange has strong values (simplicity, modernity, proximity, etc…) and implies that mobile phone has become a consumption good as the others, which allow France Télécom to target the mass market.
-The change towards Orange is better for customer as the offers is more simple (France Télecom used to propose different formulas under different names such as Ola, Itineris and Mobicarte, which was confusing for customers.
-Orange is suitable for an international expansion. ‘The brand could be as famous as Coca-Cola, sonny or Apple' said Didier QUILLOT, Orange MD.
The main problem that France Télécom encountered was how to impose Orange in a few time without disturbing current customers and winning some new ones.
[...] In France 15.1 million people are Orange customers. In general, Orange France results are better that any other competitors for the year 2001. The company remains leader with market share. [...]
[...] During that time every outlet had to be redecorated: painting of the walls, new furniture, new shop sign, etc Orange has also ordered gerbera (i.e the orange flower that symbolises the brand) to offer to new customers of the biggest outlets Logistic strategy - Orange had to reformulate its offers, that is the company had to print more than 80 different new information sheets. - 150 persons are sent in outlets to set new furniture in the 1600 biggest outlets and in the 650 France Télécom agencies window dressers are in charge of the new window displays. - 90 controllers from Orange have to check if shops are up to standard. - About boxes which were stored in the outlets had to be unwrapped in order to change previous Ola, Mobicarte and Itineris packages into Orange ones. [...]
[...] - Orange is suitable for an international expansion. brand could be as famous as Coca-Cola, sonny or Apple' said Didier QUILLOT, Orange MD. The main problem that France Télécom encountered was how to impose Orange in a few time without disturbing current customers and winning some new ones. The 27th April of the highest skilled executives joined forces in a meeting to decide when France Télécom Mobile would become Orange. They decided that it will be on the 21th of June, which gave short time for them to implement a strategy. [...]
[...] Dutchtone was the fourth entrant into the highly competitive Dutch market and is now ranked third out of five in terms of market share. We had 840,000 subscribers at the end of September 2000. Results of the strategy Orange group turnover is 3.4 billion and grew by 33% for the first quarter of 2001in comparison with the first quarter of 2000. Orange France turnover is the same period of time is 1.5 billion and grew by 19% compared with the first quarter 2000. The number of customers is 33 million the 31th of Mars 2001, which has grown by 59% in one year. [...]
[...] Orange has 33 million customers in all its controlled subsidiaries. Orange owns of MobilCom, a network-independent wirefree™ reseller in Germany, with an option, exercisable between 2003 and 2006, to purchase existing shares of MobilCom, which would give control of MobilCom. MobilCom had 3.3 million wirefree™ customers and a market share of approximately market share at the end of September 2000. In Italy Orange currently own of Wind, the country's third largest mobile operator. In only 18 months Wind has won a 10% market share with 3.9 million customers (at the end of September 2000). [...]
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