The company's chief executive, Tom Alexander, announced a raft of plans to make Orange 'the best-loved telecommunications company in Britain'.
It will expand its high-street presence by adding about 60 stores to its 338-strong chain in the next year.
Alexander also announced a strategy to improve the brand's customer service. It will recruit 500 customer-facing staff for its UK outlets, increase broadband speeds and invest in 2G and 3G network coverage.
The company plans to introduce a UK board and organisational structure split into two. A consumer customer team has Mike Newnham as its head, while a business customer team will be lead by Paul Tollet.
'We are proposing to change the shape of the organisation and the way in which the business works to serve the 21st-century customer,' said Alexander. '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.'
Orange is currently reviewing its £75m UK media and direct marketing business (Marketing, 4 June).
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