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Orange strategy over the next 5 years: network development, best customer loyalty and becoming employer of choice

Mid-May, Orange Romania has announced its strategy for the next five years, plans that are part of the France Telecom Group’s strategy Conquest 2015 and are adjusted to the local context: the company’s needs, the situation of the telecommunications market in Romania, customers’ needs.

Orange aims at becoming the most popular brand with consumers. Over the next five years, the company will focus on developing its network, increasing quality and simplifying customers’ experience with the brand, and positioning itself as a top employer in the industry. At the same time, Orange aims at becoming a leader in the mobile data on the consumer segment  and the best supplier of convergent services for companies/business segment.

Orange has voiced the intention of continuing to invest significant amounts, in order to offer extra value to customers. France Telecom – Orange Group remains extremely attentive to the evolution of the business and regulatory environment across its footprint. And two factors could significantly limit our level of investment in Romania in the future: a further market downsizing and unfavorable measures to the sector.

A major element in Orange Romania’s strategy is expending its coverage and offering best quality of the network and offered services. For 2011 and 2012, Orange has announced the implementation of a wide network modernisation programme, aimed at improving coverage, in particular in the rural area, and at reducing energy consumption by up to 20 per cent. The company’s target is to offer 3G and 3G+ mobile data services to 98 per cent of the country’s population.

Mid-May, Orange also announced the launch of three premiere projects in Romania: HD Voice, the ExtraSignal solution and HD screening of the largest video mapping 3D content.

New brand signature:  “today changes with Orange”

At the beginning of April, Orange Romania has launched a new brand signature, “today changes with Orange,” which reflects the company’s promise to simplify customers’ digital experience. Orange plans on becoming a “digital coach,” on continuing to offer innovating products, last generation phones and assistance in using the new technologies.

Taking up this commitment to customers is also part of the France Telecom – Orange: Conquests 2015 strategy. On global level, the strategy for the next five years implies ambitious initiatives and projects to create a balance between financial performance and social development. Locally, strategic initiatives will be adjusted to the specific traits of each and every country the Group operates in.

The new brand signature was first introduced in communication campaigns conducted in France in November 2010 and now, it is in Romania. The signature will be gradually adopted by other countries in the France Telecom – Orange Group.

As of July 1, Orange Romania has a new CEO

As of July 1, Jean-François Fallacher took over the company’s Chief Executive Officer position, replacing Thierry Millet, who returned to France to coordinate, as Vice President, mobile phone payment activities and to help develop contactless payment services in the countries where the Group is present, thus implementing one of the seven strategic programmes announced by Stéphane Richard on May 31. Jean-François Fallacher has a rich experience both on the business market and in the mass market. He began his career in France, in the business sale segment.

Throughout the years, he gathered experience on highly competitive markets, such as the Netherlands, where he launched an Internet service company and then an alternative operator that became a major competitor for KPN – the main player on this market. In the six years before coming to Romania, Jean-François Fallacher was CEO of Sofrecom, an international consultancy company with the France Telecom – Orange Group. During his term at Sofrecom, Jean-François developed mobile operations and services on various markets where the Group is present. “It’s an honour for me to become the new CEO of Orange Romania and to continue building, starting from the success of previous years. As a leader on the telecommunications market, Orange Romania will strive to offer its customers the best experience and quality of service. At the same time, we will focus our efforts on finding new ways to grow further and to bring extra value to the market,” said Jean-François Fallacher, the future CEO of Orange Romania.

Orange strategy over the next 5 years: network development, best customer loyalty and becoming employer of choice

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