Feeds

Orange tells customers they are now 'partners'

Ask not what your mobile operator can do for you

Build a business case: developing custom apps

Orange, France Telecom's consumer brand, has decided not to serve consumers any more: in true Web 2.0 style it's rebranding itself as a partner - not a provider - in telecommunications.

The new slogan is "together we can do more", so forget about being a punter just wanting a conversation with another punter; now you're expected to become a participant in the digital future. Luckily Orange isn't expecting you to physically form part of their mobile network, femtocells aside, but wants to be your partner in exploring how much you need other people:

"At its heart is the idea that today we live in a digital world where borders between people and places are being pushed away," the press release expounds breathlessly. "This changes the way people connect within society letting us share ideas and collaborate to achieve more than we could alone."

The Orange part of France Telecom has 120 million customers, all to be rebranded as partners. According to brand-trackers Millward Brown Orange is the world's 50th most valuable brand, but then the same company valued the word "Google" at $86.1bn, so they shouldn't be taken too seriously.

Part of the problem for companies like Orange, or at least their PR flunks, is that no one is really sure what business they're in these days.

According to Caroline Mille, Senior Vice President, Brand and Communications at Orange, "The Orange brand was originally developed for one technology in one market – mobile telephones in the U.K ... the brand now spans a range of technologies ... in 26 countries".

But it's not just technologies that have changed, these days you can buy music from Orange, or get your TV from them, so the brand has to be able to signify all those things as well as the mobile telephony that still pays the bills.

To elucidate this new, we-do-everything philosophy, we have Everyman, who will debut in a UK advert this Saturday when cynics will be able to see that he's just like you you, and has his own web site to show how much like you he is. He'll be doing all the things you do, with a little help from his friends, and the company formerly known as a mobile network operator. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
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
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.