Orange Enters Monkey Bidness

Orange’s Monkey targets cash-strapped teens

Following the path forged successfully online by Spotify and We7, Orange is launching Monkey, a free music streaming service for their pay-as-you-go phones. Orange is looking to pop free music into the pockets of the most cash-strapped youth market with the objective of growing pay-as-you-go revenues.

Ovum’s view is that Monkey is well positioned on basic low cost phones at a time when Spotify is still waiting to sign with Apple’s and Google’s high-end smart phones that target a slightly older, wealthier consumer. Monkey is also nicely packaged online by Channel 4’s 4Music team who are providing the editorial, integrated programming and a key marketing outlet targeting teens and twenty-something’s.