Orange, improving the customer experience through data
Orange, which has been involved for many years in the company’s digital transformation, continues to accelerate its innovation work. IT and digital solutions, new cloud services… Many new opportunities are emerging within the Orange Business Services program through agreements with other reference companies. As well as progress on edge computing in particular. As an alternative to Cloud Computing, it processes data on the periphery of the network directly where it is generated, rather than transferring it to the cloud or data center (1). The goal is to increase the speed of processing and to cope with the increasing amount of data. This set of works is part of the colossal strategic plan “Engage 2025”. It seeks to place AI and data at the heart of improving the operational efficiency of the brand and the customer experience. (2)
Orange, pioneer of digital transformation of companies
Already Europe’s leading cybersecurity company, Orange is continuing its efforts to expand Orange Business Services’ portfolio of offerings. To do this, it partners with the most innovative companies on the market. This is particularly the approach taken during the partnership with Google Cloud (2). Through this collaboration, the brand reiterates its commitments and reaffirms its position for the digital transformation of European companies. It offers state-of-the-art technologies and services in all industries and businesses of all sizes. (3)
Thus, the combination of Google’s expertise in artificial intelligence anddigital support,with Orange’s expertise in telecommunications and network infrastructure allows them to develop flexible and secure edge computing solutions. Proven in-house, they will then join Orange’s connectivity offerings for its customers. Orange Business Services’ research and development work then found scopes in sectors as varied as banking, commerce, training, smart cities, transportation.
This is also true in some communities. Bordeaux Métropole is also taking the side of digital transformation. As part of the Bordeaux 2050 project, it has set up pilot projects in certain neighbourhoods. Which have in order to improve overall energy management (4). Consumption of public lighting, installation of sensors on boilers, water, gas and electricity meters, and electric charging stations, evaluation of the rate of filling of sorting bins to optimize collection and recycling… All positions can be affected and take advantage of real-time data analytics innovations that companies like Orange contribute to.
Strategic and innovative partnerships for the customer experience
In addition to infrastructure innovation, Orange is also reinventing its distribution methods and integrating its services into the daily lives of its customers. In particular, it relies on eSIM, a SIM card integrated with smartphones or smartwatches, to facilitate access to Orange services (5). Using OTA (over the air) technologies, the brand accesses SIM card data remotely so that it can update and add new services quickly and cheaply. A technology that the brand is undertaking to develop with OPPO, the leading brand in the global connected devices market. This innovative solution will simplify and facilitate the journey and customer experience by making it easy to access Orange services.
Taking this strategic turn, Orange becomes the first operator to activate an eSIM card remotely. It can count on Google’s “On Device” activation service, which is present on Wear OS.
It is also an opportunity to adapt to marketing through alternative distribution networks. And for good reason, consumer habits are changing in favour of more speed and flexibility. In the first quarter of 2020, Orange benefited from a 4.6% increase in sales of Android™ without a subscription but connected to its network in Europe (5). Thanks to OPPO’s eSIM and OTA, the devices are customized with Orange services with just a few clicks. Recently, this feature also works with the Apple Watch or some Samsung smartphones. Thus, this strategy accompanies a promising shift in the telecom sector. In 2020, sales of smartwatch eSIM in Europe increased by 80% compared to 2019. This equates to 30% of the volume of connected watches sold, as well as half of the market revenues.
(1) Definition of Edge Computing, April 3, 2018, Big Data
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