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Orange Unveils ‘Orange Care’ Roadmap
| Feb 18, 2009 | Wireless Services - Europe | Show Update
| Analyst: Emma Mohr-McClune
Current Perspective: Positive
Vendor Importance: High
Market Impact: Moderate |
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Event Summary
February 16, 2009 – Orange launches the ‘first truly end-to-end care service for mobile users’ with ‘three levels of service’. The first element offers the transfer of contacts and content from one device to another at sales point. The second offers insurance and data and content back-up, either from an Orange retail point or OTA. The third element offers an incentive for device recycling. Non-Orange customers may also participate in certain elements of the new Orange Care program, including data back-up and device recycling.
Analytical Summary
• Current Perspective: Positive on the new Orange Care program, as a long-term value-added service roadmap which will become more challenging as it unfolds. In the short-term, Orange Care will consist of a set of value-added services that already exist in some Orange markets, aggregate and standardise them under a common ‘Orange Care’ umbrella service name and roll this initiative out to all Orange’s key European markets. Later this year, Orange Care will be extended with a richer Web interface data management tool and an unusual recycling service, consisting of an online interface to allow all consumers (including non-Orange customers) to monetise an old handset destined for recycling.
• Vendor Importance: High to Orange, as the new Orange Care will support the operator’s strategy to nurture loyalty among its key, higher-value ARPU customers which are all de facto mobile data users. With Orange Care, Orange has identified and addressed some of the pain-points in upgrading to a new data device (notably, fear of losing one’s on-device stored data), in a bid to win customer renewal business, as well as customer acquisition business through ‘recycle vouchers.’ In the longer term, the Orange Care program will be extended with services for both mobile and fixed broadband customers, creating an umbrella value-added initiative for Orange’s total customer base.
• Market Impact: Moderate on the mobile media and data market, as the new, bundled Orange Care will cause competitors to assess their own customer support and device recycling offer programs, and it may require competitive response in some instances. Since Orange Care’s key target is high-end mobile data users, the stakes are high.
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