Feeds

Orange tells customers they are now 'partners'

Ask not what your mobile operator can do for you

Designing a Defense for Mobile Applications

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. ®

HP ProLiant Gen8: Integrated lifecycle automation

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.
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.
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.
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.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.