Orange awarded iPhone contract
Orange will begin selling
iPhones in a move that could have significant implications for the mobile marketing sector.
The telecommunications giant struck a deal with Apple to sell the iPhone 3G and 3GS to UK customers, starting later this year. But exact details of the launch date – as well as pricing and tariffs – will not be disclosed until a later date.
It ends O2's two-year stranglehold on the iPhone, which has seen the company act as exclusive UK distributor since the November 2007 launch. Some mobile marketing experts have criticised O2 for stifling uptake by only offering the smartphone to pay monthly customers on 18-month or 24-month contracts, or pay-as-you go customers for £342.50 and upwards.
Orange lines up iPhone push
In a brief statement, Orange revealed it would use every available channel to market the device. "Orange, which has the largest 3G network covering more people in the UK than any other operator, will sell iPhone in all Orange direct channels including Orange shops, the Orange webshop and Orange telesales channels, as well as selected high street partners," it said.
Although O2 boasts the UK's largest mobile customer base, its position has come under threat recently from the proposed
Orange-T-Mobile merger. Earlier this month, parent companies France Telecom and Deutsche Telekom announced plans to combine the mobile brands in a 50:50 partnership that would create a new market leader with a combined total of 28.4 million users. The deal is expected to receive management signoff next month, although it will then be subject to regulatory approval.
