Feeds

Wanadoo to kick off Orange makeover in May

All change - again

Boost IT visibility and business value

Wanadoo is to complete its second rebranding in two years when it changes its name to Orange sometime during the next month.

Details of the costly name change were released yesterday during an analyst's conference as execs at parent company France Telecom confirmed it would take place in the UK before the end of Q2 and in Spain by the end of Q3.

For the UK, that means the ISP - which used to be known as Freeserve before being bought by France Telecom - is within weeks of ditching the Wanadoo brand and adopting the Orange name. The ISP still won't say exactly when the relaunch will happen, but it seems the end of May or early June is favourite.

That's because Wanadoo staff are already letting the odd detail slip. One reader who wrote in yesterday told us: "I just phoned Wanadoo to try and switch ISPs and they said they'd give me a month's free broadband so I could stay until their new packages came out in June."

The launch of new packages is likely to coincide with the rebranding, and mirrors the approach used by the firm when it changed its name from Freeserve to Wanadoo in 2004.

But what of the "new packages"? Execs yesterday were just as evasive on the matter. They admitted that the launch of Carphone Warehouse's "free broadband forever" offer did see an increase in the number of people leaving Wanadoo, but that has now slowed, they said.

And while they claim they have a solution that is "more competitive than anyone else", the firm is also keen not to see revenues clobbered by "free" offers.

Unlike Carphone, which is making a land grab for new consumers, Wanadoo has two million punters while Orange has 15m users. Industry insiders predict that Orange's new bundled packages are likely to reward loyalty and those taking bundled services, rather than an all-out assault on attracting new customers. ®

The Essential Guide to IT Transformation

More from The Register

next story
Scotland's BIG question: Will independence cost me my broadband?
They can take our lives, but they'll never take our SPECTRUM
Bring back error correction, say Danish 'net boffins
We don't need no steenkin' TCP/IP retransmission and the congestion it causes
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
NBN Co adds apartments to FTTP rollout
Commercial trial locations to go live in September
Samsung Z Tizen OS mobe is post-phoned – this time for good?
Russian launch for Sammy's non-droid knocked back
Telstra to KILL 2G network by end of 2016
GSM now stands for Grave-Seeking-Mobile network
Seeking LTE expert to insert small cells into BT customers' places
Is this the first step to a FON-a-like 4G network?
What FTC lawsuit? T-Mobile US touts 10GB, $100 family-of-4 plan
Folks 'could use that money for more important things' says CEO Legere
prev story

Whitepapers

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.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.