Orange has built a formidable brand in a little over six years. But like every other mobile network operator, it has switched its focus from grabbing market share to earning profits, measured in EBITDA, the sector's new benchmark.

We worked with Orange to examine the implications of this new strategic objective in terms of channel strategy. This included developing new segmentation models to identify where customers wanted to go for each stage of their ownership and use experience. Existing channel players will be required to play new roles, demanding new value propositions from Orange.

Orange is also keen to develop its coporate business. We have helped them develop their strategy for accessing and servicing this market.

Orange is currently implementing the partner account management process we helped them design.