Paris, France - April 29, 2019 - 25 years, 27 countries, 264 million customers worldwide... and a unique brand! With an identity that is locally relevant yet globally appealing: the Orange brand has always been straightforward, honest and friendly. Let's look back over the first quarter of a century to find out how the Orange brand has always put people before technology.
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Stéphane Richard, Chairman and CEO of the Orange Group.
Photo courtesy of Orange Group |
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Paris, France - April 29, 2019
25 years, 27 countries, 264 million customers worldwide… and a unique brand!
With an identity that is locally relevant yet globally appealing: the Orange brand has always been straightforward, honest and friendly.
Let’s look back over the first quarter of a century to find out how the Orange brand has always put people before technology.
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Beatrice Mandine, Executive Director, Communications and Brand, Orange Group.
Photo courtesy of Orange Group |
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From its launch in the UK to the 65th most valuable brand in the world
The Orange brand story starts in the UK.
At the beginning of the 1990s, Hutchison Whampoa, which owned a network called Rabbit, sent Hans Snook over to the UK from Hong Kong to close it down as it was losing money.
However, he had a different idea, as he sensed people wanted a personal communications company that could make mobile phones simple and accessible, for everyone.
He convinced the board to give the network a fresh start and a new identity, and Orange was launched on 28 April 1994.
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The Orange brand celebrates its 25th anniversary.
Photo courtesy of Orange Group |
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In 2000, the France Télécom group acquired Orange along with several other international companies, progressively rebranding them to Orange.
The brand has many assets, not least its global appeal.
In France, Wanadoo and Ma Ligne TV became Orange in 2006 and in 2013 the Group even changed its corporate name to Orange.
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25 years, 27 countries, 264 million customers worldwide… and a unique brand!
With an identity that is locally relevant yet globally appealing: the Orange brand has always been straightforward, honest and friendly.
Photo courtesy of Orange Group |
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The result?
A unique brand that has been able to gain its customers’ trust in 27 countries in Europe, Africa and the Middle East, and in 220 countries and territories through Orange Business Services.
The Orange brand is one of the four most valuable French brands in the world according to the 2018 BrandZ™ Top 100.
It’s also the brand that recorded the best international growth in the telecoms market.
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The Orange brand celebrates its 25th anniversary.
Photo courtesy of Orange Group |
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A pioneering brand focused on people not technology
Since the beginning, Orange has always communicated not just about technology but how people can use it.
This was a pioneering positioning at the time, coupled with a range of innovative services (per-second billing, rollover minutes, caller ID etc).
Today, technology use is accelerating and demanding even greater connectivity so we’re doing what we can to guarantee high quality, high volume services to customers through ever more efficient network infrastructure (whether fixed, mobile, terrestrial or submarine).
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Stéphane Richard, Chairman and CEO of the Orange Group.
Photo courtesy of Orange Group |
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Our high-performing networks have enabled us to strengthen our service portfolio across a wider range of industries: content (TV, cinema, series, music, video games), mobile financial services, cybersecurity, health, education, energy and more.
As the Group diversifies into these new business activities, they all share the same objective: connecting what’s essential in our customers’ lives.
This promise is embodied in our brand signature, “It’s all about what matters to you”.
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| Photo courtesy of Orange Group |
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A set of inclusive, human values at its heart
When Orange launched in the UK in the 1990s it did so with a set of simple, human values to make technology more accessible, and this core DNA has been the secret to our success, as we have continued to grow in all of our operating countries around the world.
Orange has proved to be a brand whose name, vision and identity can cross cultural and language barriers, helping us to meet some major societal challenges along the way.
In a world where new technologies are becoming more prevalent, being unable to access the internet or read and write is a form of exclusion.
That’s why we’re doing what we can to make digital technology more accessible, make it easier to use and also help people stay safe online.
We also try to ensure that we develop ways for everyone to be able to make the most of the digital world, because only then can we drive both individual and collective transformation.
This is the meaning behind our Human Inside philosophy, which guides us in everything we do.
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| Photo courtesy of Orange Group |
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Orange has always been first and foremost a human brand
1994 – Orange: The future's bright – the future's Orange
1999 - France Télécom: Nous allons vous faire aimer l’an 2000
2002 – Wanadoo: Positive Génération
2011 – Orange: Today changes with Orange
2017 – Orange: It’s all about what matters to you
Stéphane Richard
Chairman and Chief Executive Officer of the Orange Group
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Stéphane Richard
Photo courtesy of Orange Group |
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Stéphane Richard, born in 1961, has been Chairman and Chief Executive Officer of Orange SA since March 1, 2011.
He joined the Orange group in September 2009 and has successively occupied the positions of Deputy Managing Director in charge of French Operations, Delegate CEO and, starting on March 1, 2010, CEO.
Between 1992 and 2003, Stéphane Richard was successively deputy to the CFO of Compagnie générale des eaux, CEO of Compagnie Immobilière Phénix and Chairman of CGIS (Compagnie générale d’immobilier et de services), now Nexity.
From 2003 to 2007, he was Deputy Managing Director of Veolia Environnement and CEO of Veolia Transport, as well as being a director of Orange SA.
From 2007 to 2009, Stéphane Richard was Chief of Staff to the French Minister for the Economy, Industry and Employment.
Stéphane Richard is a graduate of École des hautes étude commerciales (HEC) and École nationale d’administration (ENA).
He is a Knight of the French Legion of Honor.
He is a French national.
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Orange via the Orange Content Division has actively supported and participated in film production for many years.
Spearheading this commitment, our subsidiaries Orange Studio and OCS celebrated their 10th anniversaries in 2017 and 2018 respectively.
Photo courtesy of Orange Group |
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The Orange Group
Orange is one of the world’s leading telecommunications operators with sales of 41 billion euros in 2018 and 151,000 employees worldwide at 31 December 2018, including 92,000 employees in France.
The Group has a total customer base of 264 million customers worldwide at 31 December 2018, including 204 million mobile customers and 20 million fixed broadband customers.
The Group is present in 27 countries.
Orange is also a leading provider of global IT and telecommunication services to multinational companies, under the brand Orange Business Services.
In March 2015, the Group presented its new strategic plan “Essentials2020” which places customer experience at the heart of its strategy with the aim of allowing them to benefit fully from the digital universe and the power of its new generation networks.
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| Photo courtesy of Orange Group |
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Source: Orange Group
https://www.orange.com/en/home
ASTROMAN Magazine – 2019.05.01
Orange Polska kupuje BlueSoft. Rozwija biznes ICT w zakresie kompleksowych rozwiązań dla firm
http://www.astroman.com.pl/index.php?mod=magazine&a=read&id=2731
Editor-in-Chief of ASTROMAN magazine: Roman Wojtala, Ph.D.
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