Orange reveals ‘ON’ open platform details

Orange reveals ‘ON’ open platform details

Orange is launching ‘ON’, an open platform that will integrate users’ contact books and offer services on all networks.

The platform, which is in Beta phase, categorises address books under headings such as ‘business’ and ‘friends’, and will intelligently recommend the best way to contact them.

For example, Facebook, instant messaging or SMS are just three of the options offered when you want to contact an address book member, Orange Vallée’s head of ON, Giles Corbett, told Mobile.

Grouped under ‘worlds’ such as ‘business world’ and private world’, a user can choose who is able to contact them at a given time.

Corbett said: ‘ON is a completely new experience on the phone. It’s all about transparency – Orange being at the forefront.’

The platform is currently being tested on a community of users and will gradually be opened up to more people before its expected launch in 2010.

The basic service will then be available to anyone – on any network and in any country – as Orange looks to additional means of generating revenue.
Although the final details are yet to be confirmed, the network is looking at offering VoIP-type services in markets where Orange does not have a presence. It is understood that this could eventually be rolled out to customers on other networks where Orange does have a footing.

‘There is a very big branding drive behind this,’ said Corbett, adding that the strategy will focus on acquiring new customers and ‘driving loyalty’.

The move coincides with the launch of the Orange application shop this week.

Written by Mobile Today
Mobile Today


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