The roll-out of the new range comes as the company's new chief executive, Tom Alexander, announced a raft of other plans to make Orange 'the best-loved telecommunications company in Britain'.
In addition to the branded equipment, Orange will also expand its high-street presence, with about 60 further stores scheduled to open this year and into 2009, building on its existing 338 outlets.
Alexander also announced the following plans:
- A fresh customer service strategy, including 500 new customer-facing staff in UK customer centres and shops
- Launching contact options including IM, web and in-store service
- Investment in 2G and 3G network quality and coverage
- A super-fast broadband network to go live in 2009 offering speeds of up to 14.4MB
The company is introducing a new UK board and organisational structure orientated around customers. The company is creating two teams: the consumer customer team will be headed by Mike Newnham, and the business customer team by Paul Tollet.
Tom Alexander said: ‘We're proposing to change the shape of the organisation and the way the business works to serve the 21st-century customer. These changes are designed to stop duplication within our organisation, and to ensure we are agile and able to deliver and react quickly to customers' needs. And they'll also make staff more accountable while generating greater financial and operational efficiencies.'
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