 |
|
 |
| European Competitive Intelligence Highlights | Home | Competitive Response Newsletters | Home | |
| More Competitive Intelligence | Company Advisors | Product Advisors | Market Advisors | |
|
O-Day in Spain: The Orange Brand Usurps Equant, Uni2, Wanadoo and Amena| October 2, 2006 | Business Telecom Services - Europe | Competitive Update Analyst: Joel Stradling
On October 2nd France Telecom rebranded its Spanish subsidiaries with the Orange name. A number of future product initiatives are promised, such as ‘Unique’ (UMA), a WAP portal, and HDTV. Analytical Summary • Current Perspective: Positive on the Orange brand usurping France Telecom Group subsidiary names in Spain, namely Uni2, Wanadoo, Amena and Equant, because the unification creates efficiencies and a single strong message for the integrated services concept. • Vendor Importance: High to Orange Business Services Spain because this renaming is a milestone in the company’s local Spanish history, and brings the subsidiary in line with the France Telecom NExT strategy and unified Orange branding structure in France. • Market Impact: Moderate on the Spanish telecom services market, because the formerly separate outfits that make up the new Orange Business Services pool together existing market share, wireless and broadband network assets, and established services. Moving forward, the combined synergies and potential FMC capabilities will increase the competitive pressure on the local incumbent and local alternative providers. Recommended Competitor Actions • Telefonica and Telefonica Moviles need to prepare a response to greater pressure from Orange Business Services in converged and integrated services. It is important that Spanish MNC prospects receive the message that Telefonica can offer the best local services, and that the company is also able to provision and support services elsewhere in the world via partners and subsidiaries. • BT and COLT in Spain need to judge the direction that the market is going closely by speaking with clients to decide whether or not managed integrated fixed-mobile services are essential to prevent competing on a weaker footing. • Telefonica could do more to raise its profile and operational presence in Western Europe, leveraging O2 and operations in Germany. Telefonica falls down when it comes to attracting interest from MNCs that decide to place HQs or major office locations inside of Spain, and the consolidated Orange presence will cause greater irritation. • Telefonica must continue to pursue IMS and make the most of a domestic IMS-ready architecture supporting consumer VoIP to give the impression that it will be ready to offer true FMC well ahead of any of its rivals. • Jazztel and ONO need to strengthen their FMC and enterprise mobility strategies and messages, or face competing on a weaker footing against Orange Business Services and other competitors that are active in these areas.
More from Current Analysis:
|
|
||||||||||||||||||||||||||||||||||
 |
|
|
|
OFFICES |
|
