Feeds

Wanadoo to kick off Orange makeover in May

All change - again

The smart choice: opportunity from uncertainty

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. ®

Eight steps to building an HP BladeSystem

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
All those new '5G standards'? Here's the science they rely on
Radio professor tells us how wireless will get faster in the real world
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
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.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
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.