Orange searches for simplicity

Orange sees a simplified offering based around a single basic and a single premium package as the best way to take its TV service forward, according to Jeanne Croiger, VP of marketing, TV and video. Speaking on a panel session at MIPCOM in Cannes this morning, Croiger also said Orange had little choice but to follow Bouygues Telecom and add Netflix to its service.

Croiger said Orange is working on a simpler packaging structure based on cinema, sport and family entertainment, with one low-price offer and one with a premium price. She said that Orange was also set on establishing itself leading TV brand with catch-up services and on-demand, particularly for kids, with parental controls in place.

Addressing the question of why Orange had done a deal with Netflix, Croiger said the subscription video-on-demand provider was “a good brand with good content”, and that since Bouygues Telecom had agreed to launch Netflix, Orange had little choice but to do so as well, or it would inevitably lose subscribers.

She said that Orange’s OCS bouquet had offered on-demand services since its launch and now had over two million customers, making it the biggest French on-demand service.

Croiger that the overabundance of free OTT content presented a significant threat to service providers. She said it was important to develop products that helped secure the appeal of the Orange brand.