Original URL: http://www.theregister.co.uk/2007/01/03/orange_extends_wednesday/

Orange converges Wednesdays

Cinema deal for broadband customers too

By Bill Ray

Posted in Mobile, 3rd January 2007 09:54 GMT

Orange is expanding its popular Orange Wednesdays service to their broadband customers, who will be able to access the same 2-for-1-cinema-ticket offer through the Orange web site.

The service has provide very popular with Orange mobile users, who can send a text to an SMS shortcode to receive a number which can be presented at 94% of UK cinemas to get the 2-for-1 offer.

Extending the offer to broadband customers makes sense in a converged world, though it does reveal that Orange still has 2 million broadband customers they’ve not managed to migrate Orange mobile.

The mobile service has certainly been popular: Orange are claiming 2 million additional cinema seats filled as well as enhanced customer loyalty.

Of course, the films you watch also reveal a great deal about your character and the kinds of products you’re likely to buy. Right now Orange collects that information, but hasn’t decided what to do with it so it’s just sitting around in their customer database looking for an application.