Interview: VP Group Marketing North America, Orange: “marketing strategy and pricing parameters are vital to the success of 4G.”
Philippe Andres, VP Group Marketing North America, Orange is speaking on the subject of “How Do LTE deployments alter the attitude towards Wi-Fi?”, in the Hetnets track on Day Two of the LTE North America conference, taking place on the 21st-22nd November 2013, in Dallas, Texas, USA. Ahead of the show we find out more about Orange’ is taking a lead in LTE and his thoughts on marketing and pricing.
How is Orange taking the lead in LTE around the world?
There are several examples. Starting with the UK, EE, our joint collaboration with Deutsche Telekom, was until this summer the only 4G LTE operator on the scene since it launched in October 2012. It has taken full advantage of this, and now has LTE market leadership, with more than 1.2 million 4GEE customers.
In September, Amena, Orange’s low cost brand in Spain, launched a new innovative 4G service and aims to cover 15 large cities by the end of 2013. In October, Mobistar, our Belgium subsidiary announced it was speeding up 4G deployment network and to make 15 cities accessible by the end of 2013 and to cover 40 cities more during the first quarter of 2014. Meanwhile, Orange Romania is the first carrier to offer 4G in the entire capital city Bucharest, and we also launched 4G LTE in Poland in the capital city Warsaw.
In addition, in France, we will have 40 per cent population coverage by the end of 2013 and we are the only carrier speeds to offer up to 150Mbps, and 70 per cent of our smartphone range is compatible with this. Finally we are regularly distinguished by the French regulator ARCEP for our network’s quality of service.
The LTE North America conference is taking place on the 21st-22nd November 2013, in Dallas, Texas, USA. Click here NOW to download a brochure for the event.