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Orange had an ambitious aim when it launched in April 1994 – to become the first choice in mobile communications. As the fourth company to enter an already crowded marketplace, it needed to establish itself as radically different if it was to succeed. It did so by speaking to its customers in a language they understood and by offering innovative products and services that redefined the mobile market. From per second billing to Smartphones, Orange put its customers first and left the competition playing catch-up.