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Orange Communications SA

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

Contact:

Therese Wenger
Media Relations
Phone: +41/21/216'10'16
Fax +41/21/216'10'15
Mobile: +41/78/787'10'16
E-Mail: therese.wenger@orange.ch
Internet: http://www.orange.ch

Orange Communications SA
World Trade Center
Avenue de Gratta-Paille 2
Casella postale 455
CH-1000 Lausanne 30 Grey

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