Ducarroz, Orange: We had to change the offer, we were up against a dead end

“The previous subscription portfolio – and this is valid for both Orange and the entire market - was up against a dead end. It was a simple package with minutes included, and the question was always the same – for us and for the competition: how much does it cost and how many minutes does it include,” Julien Ducarroz, CCO Business to Consumer of Orange Romania, told Business Standard.

According to Ducarroz, the operator chose September for relaunching subscriptions in order to allow users the time to adjust to the new offer, until the winter period, which is generally marked by a peak in sales. “We felt we were not bringing anything new for clients in terms of approach and marketing. We have a couple of months until the end of this year, and then comes Christmas, which is not a typical period for new product launches. Christmas is a time for promotions,” the official said.