Orange in 'quiet' 3G phone launch

Marketing 08-Dec-04

Orange has launched its long-awaited 3G phone services, but is shunning the high-profile ad strategy adopted by Vodafone and 3.

The mobile operator is instead using a phased approach to the launch. Next-generation handsets from LG, Sony Ericsson and Sanyo go on sale this week, offering a range of Orange 3G services including video calling, music downloads and 3-D games.

But Orange UK chief marketing officer Alexis Dormandy said the company would wait until the new year for a heavyweight ad drive.

According to Dormandy, Orange plans to 'help consumers understand 3G'.

About 2000 of its Orange phone trainers will become in-store 3G 'evangelists' and a 3G customer service number will be set up.

Orange, which is owned by France Telecom, said it had a list of 10,000 customers who want next-generation services. It predicts that 1.5m-2m customers will have signed up to 3G by 2007.