The use of mobile phones increased suddenly in the 1990's until market saturation was reached shortly after 2000. Although it was originally limited to professional use by social elite, it grew to become the preferred means of communication for many people.
A) The merger of two national leaders
Orange: This British company created in 1994 was then the 4th mobile operator at the national level. Orange had the main objective of becoming the leading provider in UK. It managed to achieve this in 1998. However, it could not hold this position, and was overtaken by Mannesmann in 1999 with 20% market share and 3.5 million customers. Orange continued to expand by creating its mobile internet platform. The company Vodafone AirTouch acquired Mannesmann in 2000 and sold Orange to France Telecom a few months later. France Telecom wanted to benefit from the introduction of Orange in 20 countries, to begin an international expansion. In late 2000 Orange had more than doubled its number of customers in one year.
Roaming: In July 1992, France Telecom, created the Itinéris 1 mobile operator in France. Its development was rapid, since the company held 49.6% market share in 1998.
The merger : In June 2001, Itinéris Mobicarte and Ola became Orange. The company was then listed on the London and Paris stock exchange. Orange continued its expansion in the world. Subsequently, many foreign operators joined the Orange group (e.g. in Denmark, where the operator has become Mobilx Orange Denmark, it is the same for countries such as Cameroon, Ivory Coast, and Romania ...). In late 2005, Orange was the market leader in France with 21.4 million customers, representing 47.1% of the market share, and had 67 million customers worldwide.
B) The activities of the Orange group
The group's activity is divided into several major parts:
Orange advertising: This focuses on three major portals: orange.fr, voila.fr and mappy.com. It provides the ability to reach the public more accurately, thanks to the diversification of packs.
[...] Environment and Sustainable Development In the first such initiative in the mobile telephony industry in France, Orange has been certified ISO 14001 compliant since May (Audit conducted by the AFAQ). Obtaining compliance with this international standard is the reward of the efforts over two years by the leading French mobile operator in the areas of environment conservation and sustainable development. The establishment of an Environmental Management System and the external and internal implications led Orange to become a "green" company. [...]
[...] Orange has received an award for its communications campaign "do something for the sound environment." It received the award in the "awareness and education", category in 2005. This was the "Golden Decibel" trophy which recognizes public and private organizations that contribute to the improvement of the sound environment in a practical way. It is awarded by the National noise board under the Ministry of the Environment. Indicative Bibliography • The privatization of European telecommunications By Johan From, Kjell A. [...]
[...] All these topics and more are available on the more than 21 sites. • Internet services by Orange: Orange is the leading provider of Internet and broadband services in the market. Orange holds first place in terms of trust and loyalty every day. Orange.fr is a new portal which opens to a richer world, which is without limitation, and open to all trades. The new portal provides the Internet world access to Orange Mobile and Orange. The organization of the group The organization of Orange is divided into four teams: • Sales team: ability to listen, consult and monitor, and coordinate the Enterprise campaign of customers, and optimize the impact on investment. [...]
[...] Orange had the main objective of becoming the leading provider in UK. It managed to achieve this in 1998. However, it could not hold this position, and was overtaken by Mannesmann in 1999 with 20% market share and 3.5 million customers. Orange continued to expand by creating its mobile internet platform. The company Vodafone AirTouch acquired Mannesmann in 2000 and sold Orange to France Telecom a few months later. France Telecom wanted to benefit from the introduction of Orange in 20 countries, to begin an international expansion. [...]
[...] The social responsibility strategy This strategy is primarily based on the development of various programs and services for the major economic players of Orange. Programs for employees These programs result from a human resources policy which is closely linked to the development strategy of the company. Orange focuses on developing the skills and improving the performances of its employees. We may discuss two programs in particular: - "Human Vision," a program of recovery and employee satisfaction. Launched in 2003 and validated in 2004, this program is conducted along the following lines: • improving individual training (encouraging the use of the Individual Right to Training from the reform of the May 2004) • the construction of new collective training pathways (for managers) • the development of individual recognition in a transparent way (reward the best performing employees seamlessly) • the favoring of collective recognition (recognition of the talents of employees outside work) • Making the HR managers partners in strategy (clear information about the rules of internal promotion, support for organizational changes). [...]
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