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Orange launch world's first smartphone with 3G Services
October 23, 2002
Microsoft corp. and Orange SA announced the launch of the world's
first Windows® Powered Smartphone - the Orange SPV - heralding the
start of a new mobile revolution. Customers across Europe will now
be able to experience the vision of a truly wirefree world accessing
what they want, when they want it, wherever they are.
The SPV - which stands for Sound Pictures Video - is a new class
of mobile phone that combines high-resolution colour, speed and
exciting applications such as full web access, easy-to-use wirefree
email and instant messaging - all on a small, stylish mobile handset.
It gives customers the freedom to personalise their phone and add
their own applications. The SPV is the first in a range of phones
that will act as a vehicle through which Orange will deliver its
vision of the wirefree future.
Orange customers will have access to a range of Orange and Microsoft
applications and services including Photo Messaging, email, calendar,
contacts, personal information services, instant messaging, Pocket
Internet Explorer and Windows Media® Player. Many of the functions
can be synchronised with a Windows-based desktop PC, enabling seamless
synchronisation with services such as Microsoft Outlook® email and
calendar software (Microsoft Outlook for Windows is included with
the SPV). An attachable camera - allowing customers to take and
send photos to friends - will also be included with the phone. The
SPV even allows customers to back-up their contacts and calendar
onto the Orange network so they know their details are safe and
can be restored at any time. Customers can also have new applications
and services downloaded or upgraded over the air.
Orange worked with Microsoft and hardware manufacturer High Tech
Corporation (HTC) to create the SPV. Orange assisted Microsoft in
the testing and fine-tuning of the Smartphone software and worked
with HTC to develop the initial hardware builds to deliver an exclusive
Orange phone with a unique look and feel, and set of services. Every
touch point the customer has with Orange has been considered - not
only the navigation experience and services on the phone, but also
the highly-trained customer services in all Orange retail, dealer
outlets, and customer service centres.
Richard Brennan, Executive Vice-President for OrangeWorld and Brand,
said: "With the SPV, we now are able to deliver a suite of advanced
services well before the advent of third generation networks, including
photo messaging, advanced messaging services, video streaming and
access to high-quality information and content, even across the
web. The SPV is a key component of bringing these services to life
and making them easier for our customers to access. The SPV will
help drive Orange toward its predicted data revenue target of 25%
of total revenues by 2005.
"Working closely with Microsoft, Orange has overseen the project
from the start to ensure that the SPV has specific, simple functionality
that our business and consumer customers require. We believe that
only by making the wirefree customer experience truly intuitive
will customers use such services. That's why we have focussed our
efforts on a number of areas that are key to driving our data services,
and made them easier for the customer to access and use."
Juha Christensen, Vice President of the Mobile Devices Marketing
Group for Microsoft said: "Having reached this significant milestone,
we are now launching the Smartphone platform, providing customers
with the ability to choose their preferred method of communication,
from voice, email, text or instant messaging and giving them the
capability to play digital media and exciting mobile games. The
Windows Powered SPV will set the bar even higher for what defines
a smart device."
"This culmination of efforts by Microsoft and Orange means customers
will now have access to an affordable mobile phone with truly content-rich
as well as business-focussed services on it. It allows people to
make the most of their free time and is truly an outstanding mobile
phone for work or play."
The Windows Powered SPV is the first in a range of devices that
will deliver a world of simple and innovative services to Orange
customers (see appendix). The SPV is due to be available across
the UK in early November with a recommended retail price of £179
(including camera, cradle, charger, SD memory card and subject to
a 12-month Orange contract). It will be available in France, Denmark
and Switzerland in the coming weeks. Pricing will differ from market-to-market
and will be announced upon launch. Other Orange operations including
Belgium, The Netherlands, Slovakia, Romania and Thailand are also
expected to offer the SPV early in 2003.
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