Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

Orange’s brand rating goes up from AA to AA+, however the Enterprise value continued to fall dropping another $10,333 million to $109,786 in 2011.

In 2010 Orange and T-Mobile have joined forces to create a new brand called ′Everything Everywhere′. The new brand propels them to becoming the biggest mobile operator in the UK. “Our name is Everything Everywhere and that is exactly what we want to be to our customers”. The new brand counts 28 million customers and employs 15,000 people. Olaf Swantee has been appointed CEO to take the brand forward after the sudden departure of Tom Alexander, the man who led the change into one single brand. There were reports that Mr Alexander decided to step down as a result of underperformance of the Everything Everywhere brand, after the company reported a substantial decline in new customers for the first three months of the year and a 2% decrease in earnings. However, at a recent joint interview with Olaf Swantee, Mr Alexander explained his departure was due to personal reasons. The brand looks to be getting stronger and continuing to grow both with its merger in the UK and its expansion into new markets in Luxembourg and Tunisia.

Conquest 2015 is a set of targets set out by the company that they wish to achieve by 2015 regarding; employee pride, through beneficial working environment with a new vision of human resources, a new management style and shared values. The conquest of networks, targets increasing coverage and bandwidth for both mobile and fixed line services across European and emerging markets. The conquest of customers refers to providing a superior customer experience compared to their competitors and to work directly with customers to make their digital life easier. The final conquest 2015 refers to International markets and Oranges plan for growth within these markets. The company aims to double earnings over the next five years in emerging markets.

In 2009 the parent company of Orange, France telecom was rocked by the fact that, after the major cost cutting and restructuring of the company 23 employees committed suicide in the space of 18 months. The company said it was currently assessing the causes for this.

Last changed September 5, 2011

League tables

Orange appears in the following brand league tables:

Rank 31 in the Global 500 2012.
Rank 5 in the Top 500 Telecom Brands 2012.
Rank 5 in the Top 500 Telecom Brands 2011.
Rank 29 in the Global 500 2011.
Rank 4 in the UK Top 50 2011.
Rank 29 in the Global 500 2011.
Rank 25 in the Global 500 2010.
Rank 5 in the Mobile Telecom 100 2010.
Rank 6 in the Top 500 Telecom Brands 2010.
Rank 4 in the UK Top 50 2010.
Rank 17 in the Global 500 2009.
Rank 29 in the Global 500 2008.
Rank 57 in the Global 250 2007.