Orange UK New Strategy - finally
New CEO Tom Alexander today outlined plans for Orange in the UK, designed to deliver better quality, innovation and service to its customers, and growth for the company.
He unveiled a new three-pronged customer-focused strategy for the company in order to dramatically improve the quality of the customer and network experience; grow the business by expanding Orange sales channels and the high-speed network; and evolve the way the communications market currently operates by more-effectively combining its mobile and fixed broadband arms to provide pioneering new services.
Kicking off the new strategy, he outlined initial plans for the company including introducing a new structure for the board and organisation; launching a new line of “totally connected” Orange products including laptops; creating new jobs in customer centres and Orange Shops; stopping the expansion of offshore customer service in India; reducing duplication in management roles; launching new high-street stores; accelerating the rollout of the high-speed data network; developing industry-leading new services; and launching new innovative
customer propositions that transcend the way broadband and mobile services are currently marketed and sold.
Tom Alexander, CEO of Orange UK said: “Orange is an iconic brand, a great business, and we’re going to build on that success to become the best-loved telecommunications company in Britain. To reach that goal, we need to give our customers consistent quality - quality of network, products, service and experience. Delivering that quality will see the number of customers who join, stay and spend with us grow.
What we think?
If you have been in the industry as long as I have you will have seen Orange go from glory to nowhere to semi-success to ok-ism.
It is sad but true the the Orange spark has faltered and efforts to revive it by turning everything Orange - going back to the The Future’s Bright etc. Haven’t worked.
But what will?
My main issue with Orange is that it has been a bit arty farty and what is necessary is a meat and two veg service.
Orange needs to get rid of it’s awful dolphin tariff strategy.
Then it needs to rethink its Signature device range. This is great for the Orange brand - but is it best for consumers?
Orange recently said “yes” to Ovi - which might have shaken its relationship with Microsoft -but the Microsoft and mobile strategy hasn’t paid off for Orange.
Orange should wipe the slate of the old and arty farty. Run a UK “street” ad campaign - something like F*&K the future - live for now - ORANGE.
Be radical - be affordable and be European.
Related News:
- Orange Strategy Podcast from The Orange Partner Camp
- Orange to outline new developer/ platform strategy at Mobile World Congress
- Orange creates Social Networking portal in Orange World
- ORANGE ANNOUNCES THE LAUNCH OF AD-FUNDED VIDEO MAGAZINE SERVICE ‘ZAP!’ ON ORANGE WORLD
- Orange UMA Phone Samsung p270 Sony Ericsson G705u
Leave a Comment