Orange announces today that it will become the first mobile network to offer its customers unlimited voice calls to mobiles and landlines, texts and data. The updated packages will provide customers with unlimited access to the services that they use most.
Customers joining Orange or upgrading to an 18 month tariff and spending from over Ã‚Â£35 per month will be given an unlimited service based on their needs. The highly sociable who choose the Dolphin package will receive unlimited texts on packages over Ã‚Â£35. Racoon, which is aimed at those who use their phone as a tool not a toy will get unlimited calls to landlines. Customers who love to talk and choose the Canary package will receive unlimited evening and weekend calls, and those who like extras as standard would choose a package from Panther and receive unlimited off-peak texts.
Jean-Pascal van Overbeke, Vice President Marketing Orange UK said: "Our animal packages make it easier for our customers to choose the right package for them, each of which is built specifically around the distinct behavioural characteristics of mobile phone users. During the four months since their birth, we have continued to learn from our customers about how each group uses their mobiles. It is now time to use this insight to make the packages more relevant and make sure that we are providing Orange customers with great value."
The improved packages will be communicated by a Ã‚Â£5 million advertising campaign featuring the animals and will appear on television, outdoor and in print. The television advert will feature four 45ft inflatables, one representing each of the Orange animals. As part of this campaign, around 10,000 customers were invited to participate in the Orange Project and be part in the advert. The invitation appeared in the national press, by text message and on the Orange website. 40 successful customers joined the film crew in Spain for the shoot, where they worked with others with their personality to build the animal balloon that best represented them. All had the same task but approached it in very different ways.
Well, even if announced to include unlimited data, only one plan includes "a kind of unlimited data" (Panther for Ã‚Â£75) but this is good during off-peak hours only. So it's still not the long awaited flat data plan without any limits and fair use conditions as you can find it in other networks around the globe.
Cheers ~ Arne