UK Wary Of New TechnologyUK Wary Of New Technology

Orange survey finds UK cautious about trying new technology; operator launches Try initiative offering one month free trials of its services

February 4, 2004

2 Min Read

LONDON -- A new survey conducted by Orange highlights the UK’s cautious attitude towards new technology. Less than ten percent of the population would go out and buy technology as soon as it is available in the market, although nine out of ten people would be willing to try out new technology - if given a free trial first.

Prompted by this trend, Orange today launched a unique initiative within the UK mobile industry called Try. All Orange customers, including businesses, will have the opportunity to try a service they haven’t used before at no charge for one month. This is the first time a UK mobile operator will be offering new services in such a manner - not as part of a one-off promotion, but as an ongoing business ethos. Try will be available to all Orange customers, including businesses and prospective business customers. Customers can get further information by visiting an Orange Shop, the Orange website, the small business support team or dedicated account manager for businesses.

Alastair MacLeod, Customer Development Director, Orange Business Solutions, says, “What we are hearing from our customers is that they want to see the value of new services and how they benefit their business before they make a commitment. Results of the survey indicate that 52 percent of the population consider themselves to be cautious and that they are three times less risk taking now compared to ten years ago. Given the recent economic climate, it is perfectly understandable that companies are getting more cautious and testing the waters first.”

Services that all customers will be able to try include: text messaging, text alerts, photo messaging, video messaging, email, calling abroad from the UK, using the phone while abroad and Orange World browsing. Additional services specifically offered to businesses include: Line 2 (an additional line on an Orange phone that can be billed separately), Group communications (conference calling), Mobile Office Card, Office Freedom 2 (business email) and a high-volume text messaging service.

“We’re getting the message loud and clear that UK businesses are taking a more pragmatic approach to IT spending than during the technology boom. Businesses are now looking to get extra mileage out of existing IT infrastructure, and mobilisation is key to achieving this. With Try, companies will be able to introduce new mobile services without the worry of additional costs while they assess the benefits.”

Mobile email and access to the company intranet and Internet are services which can really impact business productivity and Orange hopes that initiatives such as Try will encourage companies to see the benefits for themselves before committing.

Orange SA

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