Feeds

Wanadoo brand to be scrapped

The future's Orange from now on

  • alert
  • submit to reddit

Boost IT visibility and business value

The name Wanadoo is to be consigned to the scrap heap as part of yet another rebranding exercise at the ISP formerly know as Freeserve.

Next year Wanadoo will ditch its logo and rebrand under the Orange livery as part of a "simplified brand architecture" announced by parent France Telecom today.

The name change comes a little over a year after FT decided to ditch the name Freeserve - its ISP in the UK - and replace it with Wanadoo.

For FT, it means that the mobile phone outfit will become the umbrella brand for all mobile, broadband and other converged telecoms services.

As services continue to converge, it means that punters will be able to get their mobile, broadband, video-on-demand and fixed line services all from the same company charged on the same bill.

For customers in the UK, it's yet more confusion as the ISP takes on yet another identity.

The UK is first in line for the makeover which should take place in 2006. Said FT in a statement today: "Over the next 18 months, Orange should become the Group's international commercial brand for mobile, broadband and multiplay offerings, as well as for all Enterprise businesses. The company's name remains unchanged."

A spokeswoman for Orange confirmed the name change, telling us: "The Wanadoo name is to be replaced by Orange. Orange will become group's brand for broadband, mobile and multiplay.

While a spokesman for Wanadoo UK, which used to be known as Freeserve but will now be Orange, added: "A single, integrated brand strategy will enable the company to compete more effectively against our competitors. It will help to accelerate the momentum of the FT Group's ambition to become the leader in convergence. We will have a single brand with global clout." ®

Related stories

Freeserve airbrushed from history
Freeserve confirms Wanadoo makeover
Freeserve dismisses rebranding reports

The essential guide to IT transformation

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Don't call it throttling: Ericsson 'priority' tech gives users their own slice of spectrum
Actually it's a nifty trick - at least you'll pay for what you get
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
Trans-Pacific: Google spaffs cash on FAST undersea packet-flinging
One of 6 backers for new 60 Tbps cable to hook US to Japan
Tech city types developing 'Google Glass for the blind' app
An app and service where other people 'see' for you
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
UK mobile coverage is BETTER than EVER, networks tell Ofcom
Regulator swallows this line and parrots it back out at us. What are they playing at?
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.