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WirelessDevNet.com Press Release
SurfKitchen's on Device Portal Application Delivers Fast, Simple And Compelling Access To Content
3GSM World Congress -- Barcelona, SPAIN, February 12, 2007 - Following the development of 'Orange Downloads' - a branded On-Device Portal (ODP) application developed for Orange by SurfKitchen, Orange has seen a near doubling of download data ARPU from Signature devices featuring Orange Downloads.
The application was developed as part of Orange's Signature device strategy which aims to offer customers a simple and seamless experience with 'one click' access to services. Orange Downloads was launched at the end of 2005 in the UK and France and offers customers easy access to the top mobile content (ringtones, pictures and games).
Orange World, Orange's mobile portal, revenues have increased by more than 30% as users are more comfortable accessing and downloading mobile content through the 'Orange Downloads' application. There was a similar rise in repeat usage, with more than 30% increase in the number of first time users returning to both Orange Downloads and Orange World to access the service and make further purchases.
Matthias Hilpert, Director Device Strategy and Product Marketing, comments: "With our Signature device strategy we work hard to make the best phones in the market even better. The success of Orange Downloads as a key part of Orange's Signature offer not only demonstrates that our approach works it also shows the value of continuing to deliver a customer experience and service which people have come to expect from Orange"
Using SurfKitchen's ODP technology, Orange Downloads allows users to get fresh content from the Orange World portal from regular over the air updates. Users get an easily discoverable, engaging mobile application offering direct access to content and links to portal pages for further downloads.
"While other operators have struggled to solve the challenge of engaging users with data services, Orange has shown itself to be way ahead of the game," says Michel Quazza, CEO of SurfKitchen. "Orange's back to basics approach of simplifying access to content has clearly paid dividends, proving less is more when it comes to generating confidence in customers using data services and purchasing content."
Orange Downloads has been pre-installed on more than one million devices across 20 different handset models for Orange France and 17 models for Orange UK.
The success of the initial service has led to further rollouts to Orange Spain, Orange Netherlands and Orange Poland with a further seven phones being added including the W880i from Sony Ericsson, Motorola's V6 Maxx, V3xx and L7e and Nokia's 5200 and 6086. Orange Downloads - available for Java, Symbian and Microsoft mobile devices - is also available for selected Samsung, LG and BenQ handsets.
Adds Quazza: "Such is the success of our initial deployments, we are working with Orange on phase two of the project, adding more features and services and looking at new ideas for data applications that will appeal to Orange's customers."
About Orange
Orange is the key brand of France Telecom, one of the world's leading telecommunications operators with more than 158.6 million customers on five continents.
In June, 2006, as part of the France Telecom integrated operator strategy (NExT programme) to deliver simple, convergent products, Orange became the single brand for mobile, internet and tv offers in France, the United Kingdom, The Netherlands and in Spain, strengthening Orange's position as the number two mobile and internet services brand in Europe. In addition, Orange Business Services became the new banner for business communications solutions and services. Orange Business Services is present in 166 countries and territories and serves customers in 220.
France Telecom (NYSE:FTE) is listed on Euronext Paris Eurolist market and on the New York Stock Exchange. At December 31, 2006, the group had 97.6 million mobile customers, 12.3 million internet customers and 48.7 million fixed line customers.
At the end of 2006, France Telecom had consolidated sales of 51.7 billion euros by IFRS standards (preliminary results) and had 191,000 employees.
Further information about Orange and France Telecom can be found on the Orange website at www.orange.com or the France Telecom at www.francetelecom.com.
Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited.
About SurfKitchen
SurfKitchen is uniquely focused on delivering a mobile end-user experience superior to alternative browser based solutions. SurfKitchen's simple logical menus ensure easy discovery, consumption and repeat usage of mobile data services. Simplifying the end user experience improves subscriber satisfaction, encourages adoption and promotes operator brand identity. SurfKitchen's platform enables digital content to be sent over-the-air and stored on a wide range of handsets from feature phones to smartphones, ensuring the end-user always has fresh content. SurfKitchen provides service providers with the right applications and comprehensive support to increase data usage, customer loyalty and ultimately reduce churn.
SurfKitchen's solutions have been deployed by major operators throughout the world including Orange Group, Orange NL, Telstra, O2, Maxis, Etisalat, Telenor, Telefonica Moviles Espaņa and MTC Kuwait. This list of high profile customers, combined with SurfKitchen's unique expertise, has resulted in SurfKitchen becoming the market leader in On-Device Portal Applications delivering a dynamic user experience. For more information, visit: www.surfkitchen.com.
About SurfKit Operator Desktop
SurfKit Operator Desktop is a powerful end to end infrastructure solution that enables mobile network operators and content providers to create compelling services and rapidly deploy a dynamic, consistent user experience and branded content services across their subscriber community. Users enjoy easier, faster access to and download of, relevant content, information and services as well as always being able to access fresh content on their devices in or out of network coverage.
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