Orange launches campaign to boost data revenues

The company, which only added 1,000 UK subscribers in the first quarter, said last month that it is focusing its efforts on attracting what chief exec Sol Trujillo dubbed 'high calorie' customers - those that generate higher average revenue per user - as opposed to 'empty calorie' customers.

The new campaign, which will include putting a team of 1,800 'phone trainers' in its 284 retail outlets, is designed to "educate" its customers about using the internet and making the most of their mobile. It comes after the company's research showed that out of its 13.3m UK users, 5.5m own WAP phones, but only 1m make use of the service.

Orange will also offer a variety of promotions to customers in a bid to reach its goal of 2m mobile internet users by the end of this year. These include a 3-month free internet usage deal for new customers, and a new fixed £4 a month tariff for unlimited access to certain data services.

The company aims to boost data revenue to 25% of total revenue by 2005, up from 12%.



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