Idea mobile operator changes into Orange on Monady

APA - Austria Presse Agentur
16-09-2005, 16:20

Warsaw (Puls Biznesu) – On Monday, the clients of Idea mobile operator, will become the clients of French Orange. The French operator will take over 8.6m clients of Idea. Jean-Marc Vignolles, the CEO of PTK Centertel (the operator of Idea), believed that the rebranding will help Idea get the leading position.

Warsaw (Puls Biznesu) – On Monday, the clients of Idea mobile operator, will become the clients of French Orange. The French operator will take over 8.6m clients of Idea. Jean-Marc Vignolles, the CEO of PTK Centertel (the operator of Idea), believed that the rebranding will help Idea get the leading position. Today, PTC, the operator of Era, is the mobile leader with 38 percent market share. Idea has 33 percent of the market.

 

„It is very probable to overcome Era especially that Idea dynamically increased its client base in the first half of the year. It had twice as many new clients as its main rival”, Michal Marczak, DI BRE Bank analyst commented. Experts agree, however, that it would be possible also without changing the brand. “To shareholders, rebranding means only higher costs”, Michal Marczak added. According to the agreement between PTK and France Telecom, the owner of Orange , the Polish operator will have to pay 1.6 percent of its sales for the right to use the orange brand. In 2004, it had sales of PLN 5.63 billion (EUR 1.4 billion) – the license would cost PLN 90m then. The agreement was signed for 10 years, which means joint costs of PLN 1 billion. “It is very much. Plus the costs of ads in the media or changing the image of their outlets – at least PLN 100m”, Dorota Puchlew, BDM PKO BP analyst said.

 

Marek Jozefiak, the CEO of TP telecom, the owner of a 66 percent stake in Centertel, believed that the costs will be amortized thanks to savings in joint shopping. “Rebranding does not cost more than usual marketing expenditures. Investors responded to our plans with over 25 percent increase of TP shares. This is the growth level noted since April when the agreement was signed”, Marek Jozefiak said.

(PLN 1 = EUR 0.257)

Poland/Enterprises/Telecommunication

 

© ℗
Rozpowszechnianie niniejszego artykułu możliwe jest tylko i wyłącznie zgodnie z postanowieniami „Regulaminu korzystania z artykułów prasowych” i po wcześniejszym uiszczeniu należności, zgodnie z cennikiem.

Podpis: APA - Austria Presse Agentur

Polecane

Inspiracje Pulsu Biznesu

Tematy

Puls Biznesu

Inne / Idea mobile operator changes into Orange on Monady