Bringing the Gap Between Online & Mobile

It's old news that Orange purchased Wanadoo, with the intention of offering "free" home broadband to it's mobile customers. The re-brand of Wanadoo.fr (the largest site in the networks portfolio) starts to take shape this summer.

But Orange are not the only mobile operator to see the value of purchasing an ISP. Vodafone are rumoured to be making a bid for Tiscali, to secure its position in the broadband market. A strategic review is currently in place to identify the value of the ISP's 1 million UK broadband customers.

I personally welcome the news. In my opinion there is now a clear link to mobile from an online media planning perspective. I am currently undertaking a campaign for a client in the Entertainment sector with Wanadoo/Orange. With in-depth user data available from the mobile sign up process, we are able to refine our target audience. The approach is simple, use SMS or MMS to drive users online; where we can deliver a richer consumer experience & interaction with our clients campaign.