1/19/2011 12:55:00 PM
Orange targets 2011 converged market
Orange is spearheading Everything Everywhere’s move into the converged market with the launch of a new mobile to landline service for SMEs.
The operator is planning to add a fixed line service later this year as part of a wider move to break into the unified comms market.
Known as Orange Pocket Landline, the new service provides a local landline number which connects directly to the users’ mobile.
Speaking to Mobile, Martin Lyne (pictured), SME marketing director at Everything Everywhere said: ‘This is a significant play aimed at local tradesmen who make up the largest sector in the business community.
‘This is the first of a range of convergence propositions from Everything Everywhere, and we plan to expand that converged offering into fixed line later this year. So this represents the first step of that journey.’
He added: ‘I think there is a broader market beyond mobile and this is a positive step in this particular market which we will take further in the second half of this year.’
Pocket Landline will also be carried by T-Mobile eventually, probably later this year, said Lyne.
He added: ‘We feel it is attractive to both brands in the SME sector and that is something we will probably do later this year.’
The service will go head to head with the long-established O2 ‘Joined Up’ solution and Vodafone’s One Net Express.
Lyne admitted that Orange is coming to the market late. He said: ‘We are not the first to market, but we have put considerable focus on getting the experience right for customers and our channel partners. How easy it is to set up a converged product or proposition is very important and we wanted to get that right.’
Lyne said channel partners have given the service their seal of approval, reporting it as ‘an easy sell’.
‘It is available on all our existing tariffs and our soft launch with our principal partners last week is already showing excellent results.’
About Pocket Landline
Pocket Landline is aimed at small businesses that want to keep a local landline number without having the expense of keeping a constantly staffed office.
The service ensures that all calls are routed to a mobile. It also includes a simple voicemail system that takes messages and emails them to the customer as MP3 files.
Pocket Landline packages are offered on a set monthly price structure. One landline can be routed to between one to 10 mobiles or have several landlines routed to a single mobile. Callers are charged no more than the cost of a local landline call.
Customers manage the service via a free web-based portal, which can create bespoke announcements for incoming calls and change the availability of customers’ numbers by time of day or date.