Feeds

Orange tells customers they are now 'partners'

Ask not what your mobile operator can do for you

Top three mobile application threats

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. ®

Combat fraud and increase customer satisfaction

More from The Register

next story
Virgin Media so, so SORRY for turning spam fire-hose on its punters
Hundreds of emails flood inboxes thanks to gaffe
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
AT&T threatens to pull out of FCC wireless auctions over purchase limits
Company wants ability to buy more spectrum space in auction
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
Facebook splats in-app chat, whacks brats into crack yakety-yak app
Jibber-jabbering addicts turfed out just as Zuck warned
Google looks to LTE and Wi-Fi to help it lube YouTube tubes
Bandwidth hogger needs tube embiggenment if it's to succeed
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.