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Orange Launches Horizons Strategy

Light Reading
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Light Reading
1/17/2013
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PARIS -- Orange has launched a new subsidiary called Orange Horizons that aims to seek out new business opportunities in countries where the Group is not already present as a mass-market telecommunications provider. These projects, which will leverage the global reputation of the Orange brand and existing Group assets, aim to provide a new source of revenue for the Group and improve customer loyalty across its footprint without the need for significant investment. Such projects could include the launch of online stores selling telecoms-related equipment or airtime; the introduction of flexible travel solutions; or the launch of a virtual mobile operator (MVNO) activity. The first of these projects has already been launched in South Africa under the Orange Horizons banner. This comprises two websites: firstly an e-commerce website, http://store.orange.com/za, has been launched to sell telecoms-related devices and accessories. This is combined with a country website, www.orange.com/za, which provides online content specifically tailored for a South African audience including news feeds, sports news and audiovisual content. The launch of these services coincides with the start of the Orange Africa Cup of Nations, SOUTH AFRICA 2013 pan-African football tournament in which six countries in which Orange is already present will be playing. To increase interest and visibility, South African residents connecting to www.orange.com/za will be able to enter a contest to win tickets to several matches, including the final. A similar e-commerce initiative has also been opened in Italy (http://store.orange.com/it), where the brand already enjoys a strong reputation. These two existing online stores already offer state-of-the-art telecoms and electronic equipment, and will soon also offer a variety of telecoms services including airtime for Orange customers visiting from other countries. France Télécom – Orange

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