Bangkok--Feb 18--Aziam Burson-Marsteller
TA Orange launches Orange World, making non-voice services simpler and more fun for Thai consumers
Introduces innovative Photo World application, a complete suite of fun services beyond basic MMS and GPRS.
TA Orange, Thailand's leading wirefree operator, today launched Orange World, a range of data services based on MMS, WAP and GPRS technologies, that make it simpler and more fun for Thai consumers to enjoy a wide variety of content and applications. The launch's key highlight is Photo World, an innovative on-line photo album where customers can post, modify, send and share photos.
Orange World is a portal that presents a range of compelling services and applications from TA Orange and its key partners. Targeted at teenagers 15 and up, college and university students and young working adults, Orange World is carefully designed to provide the best overall customer experience through a simple and consistent user interface.
Orange World services include Photo World, games, entertainment, ringtones, sports, fortunes, lifestyle, news & information, M-cards and screen downloads. Customers can enjoy a full range of tools to manage and customize their Orange World experience.
"Data services is a key part of our 2004 growth and innovation strategy," said Khun Supachai Chearavanont, CEO of TA Orange. "Orange World stands out from what is currently available in the Thai market by delivering a more satisfying user experience. It's packed with content and applications that fit the lifestyles of Thai teens and young working adults.
"With applications such as Photo World, we've extended basic MMS and GPRS service into something that is truly entertaining and will bring people closer together. The launch of Orange World makes TA Orange the first Thai mobile operator to offer real MMCC, or Mobile Multimedia Community Content."
Using the Asian model to provide the best user experience
According to Ardkit Suntornwat, TA Orange's CCO, Orange World has jumped ahead of the data services currently available in Thailand in many ways. Its key differentiation is a strong focus on making data services easy and enjoyable for customers.
"Data services have evolved as handset vendors introduced new capabilities such as color graphics, animation, polyphonic sound and cameras, supported by new technologies such as GPRS and MMS," said Khun Ardkit. "As a result, current data services in Thailand offer a collection of loosely structured, inconsistent data and applications that require considerable effort to learn and use.
"The world's most successful and advanced data services are in Korea and Japan. TA Orange has adopted this Asian model of bringing everything together into an integrated, well-designed portal. The key success factor in Korea and Japan is the dedicated focus on delivering the best possible user experience with compelling and relevant services. It's not simply about technologies. It's about lifestyle services that are very easy to use and lots of fun - that's what Orange World is all about."
Exclusive features for customers available from Orange World
Khun Ardkit explained the many ways that Orange World stands out from its competitors. "To Orange, MMS and GPRS are just technologies. We offer much more than just MMS. Through Photo World, users have the ability to save, alter and share MMS content. This will help build communities, friendships and relationships among our customers as Orange World becomes the trendy place to get together and have fun," said Khun Ardkit.
Another feature exclusive to Orange World is easy and convenient access from a mobile phone as well as via the Web at www.orange.co.th. While on the go, customers can access Orange World through their handset using WAP over GPRS. They can also reach Orange World using a Web browser on a personal computer.
Accessing Orange World through the Web also gives customers who do not have MMS handsets the opportunity to try out the service and decide whether an MMS handset meets their lifestyle requirements.
To make the user experience even better, selected Orange Shops will have Orange World kiosks where trained staff will configure customers' handsets and help them to learn about using Orange World.
Orange World further enhances the customer experience by optimizing content to a customer's particular handset through its unique 'device management' technology. The customer's handset determines what he or she can see and do. Orange World intelligently detects the customer's handset make and model and optimizes content and delivery for the best user experience possible.
Photo World - extending MMS into a fun place for people to share images
More than just MMS, TA Orange offers a suite of photo-centric applications that help users to truly enjoy photo-based communications. Photo World is an excellent example of how Orange offers a more interesting experience by allowing users to submit images they can modify using simple image tools, send to other people or keep in albums available to a select group of friends or the general public. Members of Photo World can also take part in special activities such as contests and voting.
Photo World's 'My Album' provides 5 Mbytes of free storage that can hold over 100 photos. They can share photos with friends or meet new friends through shared albums. Users can have fun customizing their photos with a large selection of cool photo frames
Orange is launching Orange World with a series of exciting promotions. Customers can try out all Orange World content and applications, including Photo World, for free with no limit until the end of April 2004.
From the first of March until the end of April, Orange is encouraging customers to contribute photos to Photo World. During these two months, Orange is giving away 61 Nokia 3200 handsets with an embedded digital camera, valued at over 9,800 baht. Customers will get one entry in a daily prize draw for the Nokia handset for every new photo he or she adds to the 'Shared Album' section of Photo World.
Everybody who contributes photos to Photo World during this time will also have the chance to win one of two fantastic Honda Jazz automobiles, each valued at 579,000 baht, in lucky draws that take place on 02 April and 07 May 2004.
Orange will launch Orange World to the public with a special event that takes place at Siam Discovery Center from 27 to 29 February. It includes demonstrations of Orange World services, fun activities such as music shows, fashion shows, photos with famous stars and cartoon characters, voting contests, special photo albums, sales promotions and lucky draws. It will be followed by roadshows during March to the main shopping malls around Bangkok. Orange will also conduct an extensive television, radio, billboard and print advertising campaign that focuses on Photo World as the first of many unique Orange World services.
Orange World signals the launch of Orange's GPRS service. GPRS coverage will initially be provided in the Greater Bangkok area as well as the main urban areas of: Chiang Mai, Nakhon Ratchasima, Khon Khen, Phuket, Phang Na, Songkhla, Pattani, Yala and Narathiwat provinces. Orange's GPRS service for Pattaya in Chonburi province will be open by the end of March.
"Today is just the starting point for Thai consumers to truly enjoy fun and exciting data services of Orange World," said Khun Ardkit. During the rest of the year, Orange will introduce a steady stream of compelling content and applications along with many more innovations such as Photo World."
To get started, customers can simply go to the TA Orange web site at www.orange.co.th, visit an Orange Shops or contact Orange's customer call center at 1331.
About TA Orange:
TA Orange provides close to 1.9 million customers at the end of the month throughout Thailand with innovative, high-quality wirefree communications services on its nationwide 1800 MHz network under the Orange brand name. Orange, the world's first global wirefree brand with operation in 18 countries across Europe and beyond, aims to have a presence in markets covering 1.5 billion people worldwide by 2005.
TA Orange's vision is to create a pioneering, wirefree future where people can communicate wherever, whenever, and however they wish. The company delivers the superior coverage, quality, value and service represented by the Orange brand and its values of straightforward, honest, dynamic, refreshing and friendly. Leveraging its relationships with Telecom Asia and CP Group, TA Orange offers unique, integrated products and services to the Thai market.
TA Orange has over 2,800 staff. It is a joint venture between Orange SA, Telecom Asia and the CP Group.
Product and services:
TA Orange offers quality communications services including Just Talk for pre-paid customers; Talk Plan with a range of calling plans from which to choose; Groupshare for small office and home office customers; a Corporate Solutions program for enterprise customers; and innovative services such as Thailand's first fully functional Thai SMS and real per-second billing.
For further information, please contact:
Steve Vincent or Porntip Lertvechakul Duke Theerathada
Aziam Burson-Marsteller TA Orange
+66 (0) 2252-9871 +66 (0) 2647-5421 End.
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