Orange Rolls Out Interactive Mobile Advertising Services in a European First

Barcelona (ots/PRNewswire) -

- Orange is the First Operator to Launch Interactive SMS and MMS
Advertising in Multiple Markets, Helping Brands Transform How They
Communicate With Customers
- New Service Brings Benefits to Customers and Gives Advertisers Highly
Targeted, Interactive Engagement With Thousands of Orange Mobile
Customers in Europe
- Innovative Strategy Extends Orange's Multi-Platform Advertising
Offering Across Mobile, TV and PC - All Supported by Orange's Global
Ad-Sales Network

Orange today announces it will roll-out interactive SMS and MMS
advertising across its European footprint in 2010. Following the
launch of ad-supported tariffs and interactive mobile advertising in
the UK, Orange is making this a European first, bringing interactive
SMS and MMS advertising into new markets and tailoring offers locally
to give advertisers new and targeted ways to engage with customers.

Paul Francois Fournier, Executive vice president in charge of
audience and advertising says: "Orange is at the forefront of giving
advertisers exactly what they need - direct, targeted dialogue with
customers. Supported by our global ad-sales network and combined with
our unique multi-screen reach, our new mobile ad-models go beyond
display advertising to create more value for advertisers, create a
richer experience for customers and maximise the use of our networks
with clever innovation."

All interactive mobile advertising with Orange is "opt-in" for
customers, giving people the freedom to choose. Depending on which
market, each offer is tailored to incentivise customers with
localised, relevant rewards such as exclusive content, film and games
reviews, celebrity gossip, free texts, prizes and other benefits like
up-to-date sports information.

Building on its UK success, Orange is sharing innovation across
its footprint, starting in Spain this month with new interactive
ad-supported service, Mio. Orange is taking a different approach with
Mio, offering all mobile customers in Spain the chance to opt-in,
reaching beyond youth audiences. Mio customers will receive gifts,
content and the opportunity to win monthly and annual prizes.
Interactive SMS and MMS advertising campaigns will roll-out to other
Orange markets in 2010. Other mobile advertising trials are also
taking place in Egypt and Jordan in the first half of this year,
allowing for expansion into emerging markets, as well as mature
markets.

David Fieldhouse, Head of Mobile Mediacom adds: "Highly targeted
messaging campaigns have shown good results for our clients.
Innovative models like these, that allow audience feedback, let
campaign planners better understand how their campaigns resonate with
consumers. Orange's ability to tightly segment audiences will also
result in a better consumer experience and deeper engagement with an
advertiser's message."

To help localise interactive offers in different markets Orange
has formed strategic partnerships with various providers, including
Blyk in the UK and Velti in Spain. Last year in the UK, Orange
launched a new prepaid tariff called Monkey for young pay-as-you-go
customers. A free opt-in service, Monkey sends customers targeted
messages based on their feedback in return for great offers from
their favourite brands. Orange UK now has over 100,000 Monkey
subscribers and has recently launched a targeted SMS and MMS offer
called "Orange Shots" that lets advertisers specifically target
Monkey customers.

Andy Wasef, Director of Emerging Platforms at MEC adds: "These
new services from Orange allow us to interact immediately with highly
targeted audiences via the Orange network. They also allow us to
better analyse interaction with consumers, enabling more intelligent
campaign planning."

Images of the service are available on request.

For more information: http://www.orange.com,
http://www.francetelecom.com , http://www.orange-business.com

ots Originaltext: Orange
Im Internet recherchierbar: http://www.presseportal.de

Contact:
CONTACT: Georgina Hart:
+44-7730-989-693,georgina.hart@orange-ftgroup.com; Vanessa Clarke:
+44-7891-056-593,vanessa.clarke@orange-ftgroup.com; Heloise
Rothenbuhler:
+33-1-44-44-03-47,heloise.rothenbuhler@orange-ftgroup.com;
Louis-Michel Aymard :+33-1-44-44-61-54,
louismichel.aymard@orange-ftgroup.com