In between sulking with Nokia and billing customers for imaginary debts, Orange UK has changed the voice used for its menus and automated systems, opting for something a little more matey and a little less BBC.

While other operators test femtocells, broadcast video, or prepare to do battle with the imminent iPhone, Orange has re-recorded all its voice prompts with something "designed to be friendly and engaging". Apparently, "the new Voice of Orange reflects social trends and preferences towards a more informal tone of voice".

Orange said customers were polled on a range of accents, tones, and voices before "Ruth" was selected. Orange won't confirm who supplied the voice, but our information is that it was actor Ruth Gibson, who apparently supplies a range of accents.

After sticking with the old voice for 13 years there's little harm in making a change, though one has to wonder at the list of priorities in the Orange HQ these days. ®

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