Brand
Orange – strong globally…
Orange is a global company, serving over 250 million customers
around the world and present in 29 markets. It is also
an extremely powerful brand with top recognition indices
– the 2017 Brand Finance Global 500 report puts it in 51st
place globally, with a $21bn price tag. Boston Consulting
Group has ranked Orange in its top 20 “Most Innovative
Companies” in the world in 2018, higher than any other telecom
company.
…and leading in Poland
According to external market research conducted in December
2017 (by PBS Research Agency), Orange was the
first choice brand for Polish consumers with respect to Mobile
voice (28%), Mobile broadband (23%), Fixed broadband
(23%), Packages (26%) and Fibre (23%).
In 2015 we launched a new philosophy and visual identity
for Orange in Poland. The brand is now more in tune with
the digital world and with our ambitions, which are focused
on customer experience. The marketing slogan is “always
in touch to connect what’s essential in your life”, and the
new guidelines for both the Group’s internal culture and its
external actions are based on listening and responding to
customer needs. This new approach has changed the way
consumers experience our brand through customer care
and sales channels. It has also brought us high communication
awareness (twice first in the market during 2017, 45% in
December) and record high awareness of the Orange Love
convergent package (78%).
Relations with market regulator, local authorities and the financial community
Good relationships with our key stakeholders are vital to the
success of our business. To us, this means building trust,
readiness for dialogue, and keeping in touch on an ongoing
basis.
In particular it is essential for us to establish and maintain
constructive dialogue with the telecom regulator and local
authorities. As a listed company we take care of our investors
and the financial community by providing transparent
communication of our fin
Relations with business partners
Orange Polska is a partner or member of a number of industry,
business and social organisations. We want our relations
with our suppliers and business partners to be based
on transparent long-term relationships and adherence to
ethical standards and principles. We co-operate with both
global vendors and local market players. Our activities include
both one-off purchases and long-term contracts with
over 4,100 suppliers. We follow a competitive and open
procurement policy which is ensured by the Procurement
Process Rules. The document includes procurement procedures
which regulate supplier selection, contracting and
confidentiality, and address potential conflicts of interest.
Social impact
It is important for us to maximize Orange Polska’s positive
social impact and minimize any negative consequences,
which is why we have created a corporate social responsibility
(CSR) strategy. Combating digital exclusion is an important
element of this strategy, involving not only access to
new technologies but also education, particularly of young
web users as well as residents of small towns and rural areas.
We believe that teaching people to use new technologies
for both their own benefit and that of the community
is just as important as providing the technologies themselves.
Through its initiatives the Orange Foundation has been
encouraging people to gain knowledge, participate in culture
and build communities with skilful use of the internet
and digital technologies. This knowledge not only improves
quality of life and contributes to society as a whole, but also
benefits the long-term development of our business.
Social & relationship