Orange carries a vision of differentiating and focuses its future goals around customer acquisition and by introducing its wireless services. Its business strategies include acquiring and merging its businesses with other EU market players to maximize opportunities. Orange has to face crude criticism from its UK market for poor service and bad quality. Its business focuses on developing services and improvements in Network technologies, Functional middleware, Communication middleware and Application middleware that provides it a significant competitive edge.
The European market, not is keeps in itself challenges for the entrants and survivors but also have immense growth opportunities for its buyers and sellers. With the joint market of all the European Union states, it provides a business largest platform to operate. Such has been the strategies of telecom operators as well. Most of the market leaders tried to capture as much of the different market segment as possible with diverse service and customized solutions. The focus of European harmonization moment is to discourage monopolies and encourage healthy competition across EU countries as well as pan-Europe and rest of the world.
August 2003 heralds the end of BT's monopoly on the 192 directory enquiries service. 14 new companies are given licenses to compete. Over 700 million calls are made to directory enquiries in the UK each year. A similar process in Germany three years ago saw 39new licenses allocated. At present only two of these companies operate. By the end of the first week at least one firm is laying off temporary contract workers. The Communication Workers Union 'Pink Elephant' campaign is launched and receives nationwide coverage. The campaign is calling upon BT to rethink the planned outsourcing of around 2,000 jobs to India (CWU Research, 2003).
Orange-France Telecom leading Telecommunication Operators
Microtel Communications Ltd was founded in year 1990 as a consortium comprising Pactel Corporation, British Aerospace, Millicom and French company Matra that was later on acquired by British Aerospace. The company got a license to develop a mobile network in UK in 1991 followed by its acquisition by Hutchison Telecommunications (UK) Ltd and renamed as Orange Personal Communications to depict its slogan: The Future's bright, the Future's Orange in 1994. France Telecom created in 1991 as public operator acquired Orange plc the holder of Orange group in 2001 and owned it hundred percent till 2001 when fifteen percent IPO's were sold but acquired back later in 2003.
Orange is ranked No.1 mobile telephone service for customer satisfaction in the UK for the fourth year running, according to the J.D Power and Associates mobile telephone customer satisfaction study (J.D Power and Associates, United Kingdom. 1998-2001).
Orange has a vision of bright future where people can communicate wherever, whenever and however. It has strong commitment to its mission and is one of the most recognized brands with the aims of being ranked first for service, quality, innovation and choice. They were the first company to that introduced per second billing and videophone with efforts to develop wirefree technology and services. With services in twenty countries worldwide it has thirty million customers.
In 1987, the presentation of a green paper, a document presents by the government that suggests improvement, highlighted the need of