• Four customer types identified and catered for

• New Animal campaign set to “change the headlines on the high street”

• “Magic Numbers” introduced to reward customer loyalty

• More value than Orange has ever offered before, from voice and text to multimedia

London. 6 March 2006. Orange today revealed a new simplified way of offering services to its customers, with a range of packages built specifically around the behavioural characteristics of the modern mobile user.

Orange has identified four specific customer types within the mobile market – the highly sociable, those who see their phone as a tool not a toy, those who love to chat, and those who expect extras as standard. The customer types were identified following research into the behaviours of mobile phone users across the UK. A number of simple packages have been developed to suit the customer needs identified by each of these specific behaviours.

Orange will now be marketing these packages, with each behaviour being represented by a specific animal, allowing mobile users to associate themselves with the package that’s right for them. The highly sociable customer would choose a package from Dolphin, those who use their phone as a tool not a toy would choose a package from Racoon, those who love to chat would choose a package within Canary, and those who like extras as standard would choose a package from Panther.

Research showed that these packages acted as useful signposts for customers, with the different animal names resonating among the specific target audiences.

The new animal packages will initially be launched to Pay Monthly customers in April. Pay as you go packages will be launched later in the year.

Within each package, customers choosing an 18 month contract also benefit from the newly introduced “Magic Numbers”. Magic Numbers allows customers to nominate their most frequently called Orange number. They can then make calls of up to an hour to that number and won’t pay for more than a minute. Every six months Pay Monthly customers can choose an additional Magic Number.

Canary – For people that like to chat a lot (Lots of mins)
Panther – All round, always on the go (I would’ve thought this was a nightime/offpeak tariff, but apparently not)
Dolphin – Flexible and fun-loving, lots of texts (God knows what this means – can dolphins operate phones with flippers? )
Raccoon – Resourceful and Industrious (Work related, peak minutes, cheap)

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This entry was posted on Friday, March 31st, 2006 at 12:30 pm and is filed under Orange Mobile News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.