Orange, E14m to educate customers



UK mobile phone operator Orange is launching a E14 million ad campaign hoping to persuade its customers to use their phones for e-mail and data. The company, which hopes this year to double to two million the number of subscribers who use mobile data services, said the campaign was designed to educate its 13.5 million customers and boost revenues.

The France Telecom-controlled group is hoping the new campaign, backed by a focus on customer training in stores and a E5.6 per month charge for unlimited colour services, will help propel revenues from data services to its target of 25 per cent of group revenues by 2005 from a current 12 per cent.

Orange UK noted that 80 per cent of its customers used only 10 per cent of their phone's capabilities. But it is hoping its new tariff, Orange Open Access, will whet customer appetites.


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As part of their new campaign Orange are educating Pay As You Go customers who normaly purchase £50 vouchers to pay double for sending a SMS from now on.

Apparantly 80% of Orange customers are only utilising 50% of their wallets when texting each other. )(-red