Orange to Seek out New Business Opportunities Outside its Operator Footprint
France Telecom-Orange has launched a new subsidiary called Orange Horizons that aims to seek out new business opportunities in countries where the company is not already present as a mass-market telecommunications provider. Such projects could include the launch of online stores selling telecoms-related equipment or airtime; the introduction of flexible travel solutions; or the launch of MVNOs.
The first of these projects has already been launched in South Africa under the Orange Horizons banner. This comprises two websites: firstly an e-commerce website has been launched to sell telecoms-related devices and accessories. This is combined with a country website which provides online content specifically tailored for a South African audience including news feeds, sports news and audiovisual content.
A similar e-commerce initiative has also been opened in Italy.
The Group plans to launch business ventures in several other countries in
2013 in Europe and Africa, and will also look at opportunities in South America
in order to leverage existing content-related assets such as starMedia (a South
American internet portal) for example.
a wide-range of business projects will be investigated depending on the specific potential within each country.
The power of the Orange brand
Orange Horizons aims to provide a new source of revenue for the Group, while improving its global visibility and reputation outside its traditional footprint. Many of these projects will also help improve customer loyalty in countries in which Orange is already present.
In addition to the brand, the Group enjoys assets that will enable it to launch specific business projects outside its footprint without any need for significant investments. These assets include the Group's global buying power for telecoms devices and accessories as well as its R&D and marketing know-how. This will enable it to focus projects on specific zones of influence based on partnerships with content providers, sponsorship activities and the flow of Orange customers travelling between countries.
During an interview on the launch of Orange Horizons, Elie Girard, Senior Executive Vice President of Strategy and International Development, said: "Orange Horizons is a very exciting project that fits perfectly in the Group's overall Conquests 2015 strategy. Due to traditional migratory flows or cultural and professional ties, there are many countries where Orange is already very well-known despite not having an operational presence. We think there is strong potential to create a new source of revenues in these countries by leveraging awareness of the brand to propose very simple mass-market offers."