Orange has been considered one of the major players inUK; it provides mobile network operations as well as works as an internet service provider. Its mobile phone service offers different payment procedures and facilities. The company has attempted to converge its mobile and DSL broadband products and like its competitors offers DSL broadband services alongside its mobile services, at a subsidized rate.Orangenow offers ‘triple-play’ services converging mobile, landline and DSL broadband (OrangeUnited Kingdom, n.d.).
Orange UK operates a GPRS, Edge and 3G service and is in the process of rolling out a HSDPA network.Orange’s 2G network covers 99% of theUKpopulation and has the largest integrated 3G/2G network in the UK,Orangeclaims it spends up to 1.5 million pounds per day in its network (Orange Coverage Data, 2008).
It has a retail estate inUKwith over 300 stores. These are branded as “The Orange Shop” and operate as a direct sales channel (Orange United Kingdom, n.d.).
Orange has market across Europe Orange Botswana Orange Cameroon, Caribbean, Dominica, Dominican Republic, Equatorial Guinea, France, Israel, Ivory Coast, Jordan, Liechtenstein, Madagascar, Mali, Moldova, Poland, Romania, Senegal, Slovakia, Spain, Switzerland, Reunion, Orange UK. Orange-controlled or joint-controlled interests (non-Orange branded mobile operators) in Austria, Belgium, Luxembourg, Egypt, Portugal.
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