12/8/2010 11:11:00 AM
Orange HMV concessions ‘no longer a trial’
Orange’s HMV concessions are no longer a trial, with 37 stores now up and running.
The move follows a successful trial phase for the operator, Everything Everywhere retail VP Andrew Coull told Mobile last month.
The operator has used the HMV concession model for its joint-branded stores, which are currently on trial (see page 12).
In March this year, Mobile revealed Orange and HMV’s partnership would expand beyond Orange’s HMV concessions into mobile games, music, films and live events.
At the time, Orange had opened 24 HMV concessions since summer 2009, with plans to launch up to 100 concessions over the next two years. However, HMV told Mobile that these concessions are the basis for a much wider partnership, which will see a range of collaborative ventures including film, music and live events.
The move follows the success of a pilot programme to open 15 concessions in HMV stores, which was launched in April 2009.
Music, film and games are key channels, and Orange and HMV are exploring opportunities arising from HMV’s acquisition of the Mama Group, which owns major music venues across the UK such as the Hammersmith Apollo.
The pair have already launched HMV mobile games, powered by Orange, available to customers across any network and on over 1,000 Java-enabled handsets.
It is the first service of its kind from a mobile operator and provides access to a library of over 400 games, with new titles available every week.
Orange customers are billed directly for their mobile gameplay, while customers on other networks can use a ‘Pay For It’ billing system, where they are charged for the individual cost of each game.
Orange’s involvement in the film industry via Orange Wednesdays and the Bafta Awards is also seen as a possible entry point for a collaborative deal.