Orange is planning further talks with Intel after the network launched its first own-brand device built by the manufacturer.
The Orange San Diego went on sale last week for £199.99 on prepay with a £10 top-up. It is also available for £15.50 per month on contract. The 24 month deal offers customers 50 any network minutes, 50 texts and 100MB of mobile data. The smartphone runs the Android OS and packs Intel’s Atom z2460 processor. The eight-megapixel camera features a burst mode that allows users to snap 10 photos in under a second.
Speaking to Mobile, Paul Jevons, Orange UK’s director of products and devices, said own-brand sales are an important part of its overall offer and account for approximately 20% of total handset volumes, compared to around 13% for other operators. He said: ‘It’s an important part of our business as it enables us to bring the right spec of smartphones at an accessible price point to customers who would not normally buy them. The market is such that while there will always be demand for high-end superphones, not everyone can afford one.’
Jevons declined to confirm whether Orange would release more own-brand devices through Intel this year, but added: ‘It’s a long-term investment with Intel. Will there be conversations about further opportunities with Intel? I am absolutely sure of that.’
The operator has backed the San Diego’s launch with its biggest ever advertising campaign for an own-brand device. The multimillion-pound campaign, which runs across TV, outdoor, print and online, features Orange’s ninjas creative.