Orange announces UK strategy overhaul

Orange is to cut jobs, improve customer service and up its broadband offering under plans unveiled by new chief executive Tom Alexander. The France Telecom-owned mobile operator announced the plans today (June 4).

Alexander will also expand Orange’s retail network but cut 450 jobs across areas including administration and management as part of a plan to “stop duplication” and grow the company. However, it plans to introduce 500 more customer-facing roles in its UK customer centres, as well as in shops, offering web and in-store services. It will also invest in its 2G and 3G networks.

It plans to improve its broadband offering with a new “super-fast network” and a “totally connected” product line, including laptops. Alexander, says the changes are designed to cut duplication and make staff “more accountable”.

Orange has more than 170 million customers on five continents. It is understood that strapline “The Future’s Bright”, which hasn’t been used for over a year, will be replaced in its next ad campaign.

Earlier this week, Orange called a review of its £93m UK media and direct marketing rosters, as revealed on marketingweek.co.uk (mw.co.uk June 2) The operator says it is looking to appoint a roster of direct marketing agencies for projects, which could affect incumbent Wunderman. Carat, Vizeum, Mediaedge:cia, Walker Media and Initiative have been invited to pitch.