Wanadoo's Future is Orange

04 July 2005

Internet service Wanadoo is changing colour to become Orange.

The ISP, owned by France Télécom, will be revamped under the better-known cellphone network brand name during the next 18 months, at a cost of around €198 million (£134m; $240m).

Following the switch, the Orange brand will comprise all of France Télécom's mobile, broadband and converged telecoms services in the UK. Télécom plans to launch TV over broadband in the UK by the middle of next year.

It will be a second metamorphosis for the internet service, which started out in the UK as Freeserve. It was bought by Wanadoo from electrical retail giant Dixons in 2001 and re-branded little more than a year ago, at a cost of up to €44m.

Data sourced from BrandRepublic (UK); additional content by WARC staff