Orange S. A.: Goldspot campaign

Kevin Teague

In 1994 a new British mobile-phone operator, Orange S.A., debuted in the wake of Britain's more established operators, such as Vodafone Group and BT Cellnet.

Orange S. A.: Goldspot campaign

Kevin Teague

OVERVIEW

In 1994 a new British mobile-phone operator, Orange S.A., debuted in the wake of Britain's more established operators, such as Vodafone Group and BT Cellnet. Orange grew quickly by offering the United Kingdom's first mobile-phone service that billed according to the seconds of talk time instead of rounding up to the next minute. Nine years after Orange's debut, telecommunications analysts predicted that the maturing U.K. mobile-phone industry was reaching a saturation point. Realizing that the population of new subscribers was dwindling, in 2003 Orange released its "Goldspot" cinema campaign to draw customers...

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