Orange
From SR
History
Orange launched in April 1994, in 1999, having launched Orange in Belgium as well as licensing its brand in countries as diverse as Hong Kong and Israel, the company was sold by Hutchinson Telecom to Mannesmann AG before being acquired in August 2000 by France Telecom.
France Telecom has embraced the Orange brand, not only rebranding its mobile assets as Orange but also, on June 1st 2006, its Internet arms and Business arms. Orange is the key brand of France Telecom, one of the world's leading telecommunications operators.
Background
The telecommunications market is undergoing a triple revolution: technological, regulatory, and competitive. In this environment, the Orange group's strategy is founded on a pioneering model of an integrated operator offering its customers a new generation of telecommunications services. This is the NExT program (New Experience in Telecommunications), launched in June 2005.
The move from an access provider to a provider of services involves and mobilises all functions of the company in transformation.
One of the major stages of this transformation consisted in setting up the organisation supporting the strategy.
The personal, home, enterprise divisions are driving the group’s global strategy in terms of customer offerings on the move, at home and at work. The content, healthcare, audience and advertising divisions are driving the group's new territories of business. They are providing strategic marketing expertise to define products and services, while coordinating the operational divisions in a consistent and global approach. Thanks to this global approach, they are facilitating communication and promoting best practices between the various countries, in all of the group’s markets and anticipating changes and developments in their sectors.
