The document discusses Orange's operations in Africa. It entered the African market in 1960 through B2B services and expanded into B2C in 2008. Key issues for Orange in Africa include addressing illiteracy, poverty, and distance. Orange provides mobile, internet, and fixed line services across Africa and has tailored its marketing strategy with innovations like Orange Money to better suit the African context compared to France. The document outlines Orange's strategy and presence across Africa.

1. MBA France-India 2011Strategic Management Marketing Orange in Africa Submitted to C.BENAVENT-Université Paris Ouest M. ABBO-Groupe ESC Pau Submitted by Romain Naidu Chethan Shubham

3. Turnover 45.5 Billion EurosIn France 3 In Europe

4. This time for Africa Context 26/03/2011 3 Romain, Naidu , Chethan, Shubham B2B 1960 B2C 2008

5. Key issue How orange can be more innovative in Africa with the problem of illiteracy, poverty and distance? How orange distribute in Africa? Do Orange entry in the African market by 2 steps : B2B and B2C ? Where? How? 26/03/2011 4 Romain, Naidu , Chethan, Shubham

6. 26/03/2011 5 Romain, Naidu , Chethan, Shubham Geographic Segmentation Demographic Attitude B2C

7. B2B: Orange business services Networks in Africa for over 50 years 4 regional offices : Abidjan, Cairo (Orange lab), Dakkar, Johannesburg 2000 regional staff, 210 fields engineers in 40 countries 80 account managers in 13 countries 1400 support staff in the Cairo global service center. 26/03/2011 6 Romain, Naidu , Chethan, Shubham

8. Customers in Africa 26/03/2011 7 Romain, Naidu , Chethan, Shubham 500 multinational customers (Middle East + Africa)

9. Key Solutions Solutions for Operators – our consulting practice that supports incumbent operators, new entrants and real estate developers as they begin the journey to next-generation telecoms services like IPTV. Business VPN – a wide range of local network access options for our global MPLS IP VPN network services, including high-speed Ethernet, DSL for small offices in 14 countries and broadband satellite in most countries Business Talk – solutions for Cisco and Avaya enterprise IP telephony, support for VoIP trunking on the WAN, mobile access to enterprise VPNs and telephony consulting Business Acceleration & Network Boost – a suite of services that improve visibility, management and performance of applications on the network. 26/03/2011 8 Romain, Naidu , Chethan, Shubham

10. Key Solutions Business Together – our award-winning package of collaboration and unified communications solutions, including managed Microsoft SharePoint, managed Microsoft OCS, and managed Microsoft Exchange Telepresence Connect – a range of leading Telepresence solutions that support inter-company conferencing and room sizes ranging from one person to 18 people, now available in 40 countries around the world Business Everywhere – our mobile working solution offers remote workers access to 26,000 WiFi and wired access points and as well as 3G mobile broadband. Secure My Device end-point security for mobile devices ensures that the company perimeter can be extended with no increase in security risk Network Protect – provides the 24/7 embedded managed security needed by branch offices to deal with new threats. 26/03/2011 9 Romain, Naidu , Chethan, Shubham

11. ACE submarinecable Source : http://www.orange.com/en_EN/press/press_releases/cp100608en2.jsp 26/03/2011 10 Romain, Naidu , Chethan, Shubham

12. B2C : Presence in Africa 26/03/2011 11 Romain, Naidu , Chethan, Shubham Source : www.orange-innovation.tv

13. n o High i 26/03/2011 t In France g i Price Innovation s n High Low o Romain, Naidu , Chethan, Shubham i P In Africa 12 Low

14. Orange Money Orange Money is a money transfer service that is mapped to a bank account to allow customers access financial services using their Orange mobile phone numbers. Convenience, security, time-efficient, rich functionality, easy registration Deposit money, Send money, Withdraw money, Make purchases, Pay bills, Manage payrolls, Repay loans, Change orange money pins. Orange Money services are available at all Equity branches, Orange and Mobicom shops and Orange and Equity are currently building an extensive agent network, targeting over 10,000 agents. 26/03/2011 13 Romain, Naidu , Chethan, Shubham Whatis Orange Money ? What are the benefits of Orange Money? What are the services offered under Orange Money? Where can I get Orange Money?

15. 4P’s Product 26/03/2011 Romain, Naidu , Chethan, Shubham 14 Internet ADSL Mobile Fixed-line Key 3G Internet ADSL, Cable Key 3G Fixed line Mobile : (80% of AfricanusedPrepaid) In France In Africa

16. 4P’s Price 26/03/2011 15 Romain, Naidu , Chethan, Shubham

17. 4P’s Place 26/03/2011 Romain, Naidu , Chethan, Shubham 16 Shops Internet Supermarket : ex: Auchan Airtimetransfer Orange Money Orange mega shop Internet : orange website, StarAfrica.com In France In Africa

18. 4P’s Promotion 26/03/2011 Romain, Naidu , Chethan, Shubham 17 Internet : orange-innovation.com TV Newspaper Radio TV : « Say Hello » Internet : orange-innovation.fr Newspaper In France In Africa

19. Innovations in Africa 26/03/2011 18 Romain, Naidu , Chethan, Shubham http://www.orange-innovation.tv/webtv/afrique-et-moyen-orient-terres-d-innovation-pour-orange/video-1354-fr

20. Conclusion Good marketing strategy to enter the African telecom market They accentuate their presence in B2C since 2008 with an innovative and adapted way Orange Money can be use in Eastern Europe or others countries because it’s very practical. Orange is a global company but they can act as a local company in Africa. 26/03/2011 19 Romain, Naidu , Chethan, Shubham

21. 26/03/2011 20 Romain, Naidu , Chethan, Shubham

22. Sources www.orange.com www.orange-innovation.tv www.orange-business.com www.orange.co.ke : orange money, airtimetransfer www.starafrica.com 26/03/2011 21 Romain, Naidu , Chethan, Shubham