Orange Switzerland announced a strategic reorganisation through which the company structure will be adjusted to fit regional requirements. This follows the failure of its proposed merger with Sunrise, due to regulatory opposition. Orange said it will invest over CHF 700 million over the next five years in the development of its mobile network. As part of the new 'MyCustomer' strategy, Orange will also be introducing numerous new products and services in digital entertainment. Orange is reorganising its regional presence in order to better satisfy customers' local purchase behaviour. It plans to set up 10 regional competence centres with competencies in marketing, customer service, support and regional commitments. These centres will take direct responsibility for both customer growth and revenue in their region. Regional presence, plus sales and service organisation, will also be boosted in the business customer segment, so that small/home and medium-sized businesses in particular will benefit from tailored, individual services. The new company structure leads to a flatter hierarchy. There are now six company divisions with a direct customer interface represented in the new management board. Two new functions - customer service and customer loyalty - have been created. The CHF 700 million investment in its mobile network will boost 3G mobile broadband capacity up to 14 Mbps. It also plans to launch HD Voice and will completely upgrade the 2G network. Orange is also planning a major digital entertainment offensive with Orange TV, Orange Music and Orange PC Games offerings. It is also launching a series of new smartphones, to be sold under the Orange brand, as it looks to boost the number of smartphone customers from 15 percent currently (international basis) to 50 percent within three years.
