Mobile phone operator Orange has appointed a global marketing head, Brian Stewart, in a bid to introduce a consistent operating and marketing strategy across its 18 markets.
In his newly created role Stewart, a former consultant for the company, will report to global chief operating officer Sanjiv Anuja.
Orange World and brand executive vice-president Richard Brennan has been made responsible for global brand, marketing and products.
The move is being supported by the appointment of a global management team and a European alliance with T-Mobile, Telecom Italia Mobile and TelefÃÂ³nica MÃÂ³viles.
An Orange spokesman says that its offices in each country will not be affected by the reorganisation as the global marketing strategy, which will be developed by Stewart, is to be implemented locally.
The global strategy is underpinned by the introduction of a common technology platform across the group, which the company says will allow it to provide new services to all of its customers.
This will be supported by the alliance with T-Mobile, TIM and TelefÃÂ³nica which offer the prospect of better services to Orange users travelling in Europe.
The mobile phone operator is also looking at developing products and services to appeal to new segments of the market based on the needs and lifestyles of its users. This is in addition to its focus on developing the potential of high-value users.