Orange is one of four operators of cellular services in the UK. It has over 7200 base stations that cover 99% of the UK's population and 80% of its geography. It has more than eight million subscribers (September 2000) and the UK's lowest churn rate of 15.8%, well below the industry average.
Orange was previously the brand name of the communications network launched by Hutchison Telecommunications in April 1994. France Telecom acquired Orange from Vodafone Airtouch in May 2000 for pounds 31bn. Orange is currently the second-largest mobile operator in Europe and the third-largest in the world.
In July, Orange announced its global internet strategy, OrangeWorld, which will see the launch of a range of web-based services including banking, health, travel and entertainment.
In August Orange announced it was to hand its pounds 60m ad account to Lowe Lintas in 2001, ending its six-year association with WCRS. Orange will retain the WCRS-created slogan, 'The future's bright, the future's Orange'.
The decision is based on the fact that Lowe Lintas has a global network that will benefit Orange as it increases the number of countries it rolls out to from eight to 28.
Group turnover: pounds 1.2bn
Operating profit: pounds 15.4m
Pre-tax loss: (pounds 98.1m)
Employees: 6500 (UK - 5600)
(For year to December 31 1998)
Top marketer: Rob Furness, head of marketing services
Advertising agencies: WCRS, Lowe Lintas (from 2001)
Media buyer: Mediapolis.
DM agency: Brann
Annual adspend (year to September 2000)
TV pounds 13,952,364
Press pounds 12,506,981
Radio pounds 2,673,625
Outdoor pounds 1,518,577
Cinema pounds 50,001
Direct mail pounds 765,137
Total pounds 31,466,685
St James Court, Great Park Road, Almondsbury Park, Bradley Stoke, Bristol BS12 4QJ
Tel: 01454 624600
Fax: 01454 618501
Web site: www.orange.co.uk.