Orange Belgium is launching a second brand called hey!, available only over digital channels. Customers can choose from three postpaid bundles, ranging from 1 GB to 40 GB.
Prices are EUR 7 per month for 1 GB, 60 minutes and 500 SMS; EUR 15 for 10 GB, 200 minutes and unlimited SMS; and EUR 25 for 40 GB and unlimited calls and SMS. Outside the bundle, extra data costs 1 cent per MB.
Orange Group operates similar brands already in other countries, such as Sosh in France or Yoxo in Romania. The company said the concept aligns with customers doing more online, from social media to shopping, searching for new offers and leisure activities as well as new experiences with brands.
The tagline for hey! is 'Tomorrow is ours to make'. The four pillars of the concept are 100% digital, generous, low impact and evolutive. In addition to large data bundles and access to all the features of the Orange network, the company pledges to operate carbon-neutral, including Sim cards and packaging made of recycled materials. While the brand will not have physical outlets, Orange aims to build up an online community, with a chat service and online customer forum to launch in the coming months.
The launch follows similar moves in recent years among Belgian operators to reach out to younger customers with new brands. Proximus operates the Epic plans for younger users, Telenet introduced the Tadaam alternative brand, and Voo offers the Zuny brand for the youth market. Orange is the only one to focus on the mobile-only market, putting it in direct competition with Mobile Vikings, the MVNO recently acquired by Proximus.
