Orange has unleashed its animal tariffs onto the prepay market and included a new animal.
The Camel will now join the Dolphin, Canary and Racoon tariffs on pay-as-you-go; however, the Panther will remain only available on contract.
The new Camel tariff is designed for people who regularly call overseas, offering a flat rate of 5p per minute to more than 50 countries. The rest of the prepay animals reflect their contract cousins; Dolphin is aimed at texters, Canary at talkers, and Racoon is designed for value seekers.
The announcement ends speculation that Orange was looking to cull the animal tariffs, after distributors received a memo telling them to prepare for a change.
The animals, which launched just over two years ago as a response to T-Mobile’s Flext tariffs, have survived much longer than many in the industry had anticipated.
The new pay-as-you-go animals are the first major change under new CEO Tom Alexander’s stewardship.
Pippa Dunn, director of pay-as-you-go at Orange UK, said: ‘The market is moving towards free rewards rather than just basic rates.
‘Customers want something for nothing and these different tariffs all reward in different ways. This will attract new customers as well as rewarding our existing customers.’
To celebrate the launch of the prepay animals, Orange is exclusively releasing the HTC Touch in white.
However, not all of Orange’s staff and trading partners have found the animals cute and cuddly. Some say they have failed to resonate with most consumers, adding to the confusion.
One Orange retail staffer said: ‘Most consumers still ask, “how many minutes, how many texts?” Orange are not going to get away from that.’