Orange France will launch a new digital mobile brand for "ultra-connected" 18-35 year-olds called Sosh (abbreviated from "social") on 6 October. The completely digital mobile brand will take a community-based participative approach with three "no commitment" (tie-in period) offers. Critically, it will also include VoIP. Orange aims to have 500,000 Sosh customers by the end of 2012. A key characteristic of active social networkers is that they want to form new relationships with brands, according to Orange France executive vice president Delphine Ernotte. They also seek good deals on leisure activities and they buy online. Subscribers will have access to 3G+ mobile, 30,000 Wi-Fi hotspots and will be able to resolve any issues at some 250 Orange shops across the country. Sosh plans will include e-mail, internet and video. Customers who subscribe to the 5 hour and 24/7 plans can use their mobile as a modem to connect other devices, such as tablets, PCs, and netbooks, so they can use their 1Gb 3G+ connection as they please. Sosh plans will come with and without a new mobile, which can be paid for upfront or with a down payment and instalments. Customer service will be online, in chat form 8:00-20:00 Monday-Saturday, or via e-mail. Orange is running an online vote on 22 September to determine which mobiles to offer at launch.
