France Telecom-Orange in 2011: Stephane Richard and "Conquests 2015" Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

This case picks up where the previous Stanford Graduate School of Business case "France Telecom in 2010" (SM186) left off. At the same time, France Telecom-Orange was seeing a worldwide explosion of mobile data traffic, which demanded the business to construct new networks to satisfy this growing need. France Telecom-Orange was assessing the way to convince customers accustomed to having ways to assist in countering these brand new prices, unlimited data plans to pay more for increased use. The same was true for receiving the web giants to help pay for network building - a contentious problem called net neutrality. Soon after becoming CEO, Richard launched the tactical plan "Conquests 2015," which was designed through concurrent bottom-up and top-down approaches. The plan comprised new EUR2 billion fiber optic network in France.

Hiring workers by 2012 and deploying new 10,000 surged the customer base from 200 million to 300 million in four years, the strategy's targets were also to improve customer service, and double international sales by 2015. Richard brought together the five major European telecoms for monthly meetings to discuss industry-level common interests, agree on functional and technical standards, and present a united front to other adversaries and European regulators. France Telecom-Orange also was making changes in its approach to innovation in advertising, new products and sales. One vital area of initiation for the company was Near Field Communications, which enabled customers to pay for products and services through mobile devices.

PUBLICATION DATE: June 22, 2011 PRODUCT #: SM194-PDF-ENG

This is just an excerpt. This case is about STRATEGY & EXECUTION