Orange

The Future's Bright

This video was made in 2000 or 2001 - I first saw it at Orange's IPO analysts' meeting in 2001. As I recall, they gave me a (VHS) copy.

Remember, this was made at a time when there were no colour phones in the world outside Japan, GPRS was only just being deployed and the 3G spectrum auctions were about to begin. In other words, right at the pinnacle of the TMT bubble. 

Senior management at Orange not only believe all of this would happen - they believed Orange would be doing it all. They even took out a banking licence. As it happens, almost all of this did happen - but Orange and the other mobile operators had little or nothing to do with it. 

Orange launch

Launch ad for Orange, 1993. 

Hard to realise how groundbreaking this was at the time:

  • Mobile as an actual consumer brand
  • Mobile as an innovative, sexy, disruptive industry
  • Orange as a great company
  • And, of course, the idea that normal people would have mobile phones.