Orange, the largest mobile telephony operator on the Romanianmarket, has scrapped its strategy of offering hundreds of minutesto clients to have them join the network, and decided to break downits tariff plans into three main categories, which includedifferent service packages based on clients' consumption habits.This is the biggest strategic move on an over 3 billion-euromarket, where competition between the six providers of mobilecommunications services has intensified over the past few years."We could not continue like that, the market had reached a deadend, and the only question was how many minutes we would offer ourclients next time," explains Julien Ducarroz, who took over asOrange's Chief Commercial Officer this year, and has one of hisoffice's walls "adorned" with Orange rivals' latest adverts, whichhave in common the hundreds of minutes promised to the clients ifthey choose one operator or the other.
Each of the three new categories has a symbol attached to it -three animals (dolphin, panther and butterfly) - a marketingconcept used by Orange in the UK three years ago.
The "Dolphin" category includes plans that focus on voiceservices, dedicated to clients who need more minutes, and who canchoose from eight different call plans, with costs ranging from 4to 60 euros (VAT included).
"Panther" plans include a full range of services - voice, textmessages, and mobile Internet, for clients who need to make fulluse of the phone's functions.
The third category of plans provides access to PrePay options,plus 100 minutes within the network and 5 MB for Internet access,for 9 euros per month. Clients can recharge their account at anytime, and get bonuses upon recharging.
The previous structure of Orange's commercial offer had beenlaunched in 2002, when France Telecom changed the brand of itsRomanian subsidiary from Dialog to Orange.
"The market has changed since then: it reached saturation, andclients now have different expectations," says Ducarroz, rejectingthe notion that the change in the commercial offer comes inresponse to Orange's negative progression on the market.
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