MWC 2012: Orange unveils TV-loaded smartphone
Editor ©RapidTVNews| 27-02-2012
Powered by an Intel Atom processor, and offered initially at least exclusively to Orange's customers in the UK and France, the new Android device, still working under the codename of Orange Santa Clara will be marketed as offering the network's users rich entertainment experiences.
Orange regards the launch of the device as marking a significant development in its strategy to deliver phones under its own brand. Now in its tenth year, the campaign is seen by Orange as key to being able to support customer and mobile multimedia growth by introducing more affordable feature phones, differentiated by being customised with Orange applications and services such as the aforementioned TV offerings.
The operator claims that demand has led to the doubling of Orange's own-branded portfolio in 2011, increasing volume from 7-15% of its total device portfolio. It aims to increase the volume of its own-branded device portfolio to 20% by the end of 2012, so that, it says, it can to better meet its customers' needs.