Orange has launched a new subsidiary called Orange Horizons that aims to seek out new business opportunities in countries where the Group is not already present as a mass-market telecommunications provider. These projects, which will leverage the global reputation of the Orange brand and existing Group assets, aim to provide a new source of revenue for the Group and improve customer loyalty across its footprint without the need for significant investment. Such projects could include the launch of online stores selling telecom-related equipment or airtime; the introduction of flexible travel solutions; or the launch of a virtual mobile operator (MVNO) activity.
The first of these projects has already been launched in South Africa under the Orange Horizons banner. This comprises two websites: firstly an e-commerce website, http://store.orange.com/za, has been launched to sell telecom-related devices and accessories. This is combined with a country website, www.orange.com/za, which provides online content specifically tailored for a South African audience including news feeds, sports news and audiovisual content. The launch of these services coincides with the start of the Orange Africa Cup of Nations.
A similar e-commerce initiative has also been opened in Italy (http://store.orange.com/it), where the brand already enjoys a strong reputation. These two existing online stores already offer state-of-the-art telecom and electronic equipment, and will soon also offer a variety of telecom services including airtime for Orange customers visiting from other countries.
The Group’s footprint currently covers around 10 per cent of the world’s population, leaving 6.2 billion people who could potentially become customers through Orange Horizons activities. The Group plans to launch business ventures in several other countries in 2013 in Europe and Africa, and will also look at opportunities in South America in order to leverage existing content-related assets.
A wide-range of business projects will be investigated depending on the specific potential within each country. These include:
- e-commerce sites, and potentially even physical stores, selling handsets, accessories and electronic equipment. This could be extended to assistance corners for Orange customers visiting from abroad;
- the launch of over-the-top country websites that aim to leverage existing assets such as the Group’s two pan-continental web-portals StarAfrica (Africa) and StarMedia (South America), or content-providers such as Deezer and DailyMotion;
- the introduction of multi-country travel solutions – data offers using WiFi or VoIP – aimed in particular at professionals or tourists coming from countries in which Orange is already present;
- finally, the launch of a virtual mobile operator (MVNO) activity is also a possibility in certain countries.