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Orange UK: Realising Aggressive Enterprise Market Share Ambitions

Orange Business Solutions (OBS) has spent the past two years focusing on developing its business services for the corporate market. Its aim has been to recreate its success in the consumer market, which saw it move from being the last to enter the market to now being market leader in the UK. Orange has a stated aim of being the market leader in the UK for business services by 2005. However, measuring its performance in addressing this aim is hampered by the absence of a clear definition of market leadership. It is not clear whether Orange views this in terms of ARPU, profit margins, market share or customer satisfaction.

An increased focus on international business services has been enabled in part by the increasing integration of Orange into its parent company, France Telecom, and the accompanying advantage of being able to leverage internal relationships and customers. It has also come from the creation of the FreeMove alliance which gives its members access to a wider customer base of international and multi-national companies.

The development of its sales channels and sales teams, the increased emphasis on account management, and its enhancement of customer service over the past 12 months has also helped Orange to improve its enterprise market share, most notably at the expense of O2. According to the Communications Managers Association, OBS can now claim a market share in the region of 24% of the corporate market in the UK, up from 18% just a couple of years ago.

2004 saw the launch of Orange's 3G services, the launch of its pioneering Push-to-Talk service and its enhanced machine-to-machine service; all were developed to appeal in the first instance to enterprise customers.

This report examines these and many other initiatives that Orange has implemented in support of its effort to become the UK market leader for business services in 2005.

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1
Overview
1

2
Introduction
2

3
Structure
3

3.1
Orange UK
3

3.2
Orange Business Solutions
3

3.3
Market Segmentation & Market Share
5

4
Orange Solutions for the Business Market
7

4.1
Applications and Services introduced in 2004
7

4.1.1
3G Services
7

4.1.2
Talk Now
7

4.1.3
M2M Connect
8

4.2
Other Orange Applications and Services for the Business Market
8

4.2.1
Mobile Office
8

4.2.2
Mobile Email Services
8

4.2.3
Sales and Service Automation
11

4.2.4
Remote Access
12

4.2.5
Integrating phones
13

4.2.6
Telemetry and Tracking
14

4.2.7
Messaging Services
16

4.2.8
Call Management
17

4.2.9
Tariffs
18

5
Strategy
21

5.1
Customer Care & Retention
21

5.1.1
Online Services
22

5.1.2
Business Training Services
22

5.2
Partner strategy
23

5.2.1
Distribution and Channel Development
23

5.2.2
Technology and Application Development Partnerships
24

5.2.3
Freemove Alliance
26

5.3
Promotion
26

6
Competitive Positioning
28