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Orange Experience Marketing Strategy: Orange offers each one his own World
Lausanne (ots) - To offer every single customer exactly what interests him or her personally, that's what Orange is aiming at with its offers:
The new portal for mobile phones (Orange World) offers something for everybody. Personal customer care from specialists (Orange Coach) will be extended further. Customers only pay for what they need (price plans and options). Orange mobile phones (Signature Phones) can be individually customised.
To fulfil customers' individual wishes and offer them an unmistakable, personal mobile communication experience: that is the goal that Orange is pursuing with its Orange Experience strategy. Customers can have their entirely personal Orange Experience tailor-made from a broad range of products and services. You might say that the specialists (Orange Coaches) in Orange locations take on the role of tailors. They advise customers which subscriptions, services and mobile phones best fit their individual interests and personal needs and demonstrate them to them.
The motto is "Away with product-focused sales care to completely personal customer care". As Adrian Schmucki, Vice President Residential Channels at Orange, summarises the new role of an Orange Coach, "We do not only want to focus on customers in an abstract sense, but to get to know them and make them aware of their personal needs, so that we can offer them a tailor-made solution". Orange Coaches are intensively trained for this role on an ongoing basis.
Your own world on your mobile phone
For all kinds of personal interests, the mobile phone portal Orange World offers a wide range of information, entertainment and communication services: e-mail, MMS, news, sport, video services, city maps and city guides, Swiss railway timetables, telephone directories, games, ringtones, pictures and logos - there's hardly anything that Orange World doesn't offer. In addition, Orange is providing numerous services and content for the upcoming European football championship 2004. Timm Degenhardt, Vice President Marketing & Communications at Orange, describes the benefits of the mobile portal as follows: "With its easy navigation, its diverse offer, its exclusive services and the possibility of unlimited surfing on the portal for a fixed monthly fee, Orange World sets itself clearly apart from other offers".
To gain access to Orange World, there's no need to have a new mobile phone. Access to Orange World is possible with almost all current (xHTML- or WAP-enabled) mobile phones as well as for customers of other mobile operators. Orange customers who have subscribed to the Orange World option or Express can surf on Orange World for unlimited time for 9.- or 5.- francs a month without incurring any extra connection costs.
You can find out more about Orange, Orange World and Orange products and services on the Internet: www.orange.ch
ots Originaltext: Orange Communications SA
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