Orange new venture Orange Vallee headed up by CEO of MVNO Ten

Rating: looks like the purchase of Ten by Orange is imminent

Now, mobile operators are generally flat footed and slow. But Orange is going to change this by creating Orange Vallee a new entity to identify, develop and market innovative products and services within particularly short lead times.

Not only that but the current CEO of Ten (MVNO that Orange is after) is the new boss of the segment and he is the very same man Jean-Louis Constanza that was the founder and director of Tele2 in France.

I see an Orange multi-brand strategy being created here. But the branding is likely to all be Orange just with different hats. This is an interesting thought as the Orange brand itself is worth its weight in gold - but operators need to be able to adapt quickly and well to the constant changes in the market.

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