The Deputy CEO of Orange said serving households, not individuals was a necessity as the operator laid out plans to be the number one converged player in Europe.
Speaking to journalists in London last Thursday, Gervais Pellissier said Europe remained an attractive market "despite the naysayers", as consolidation and increased data consumption meant ARPU was stabilising.
The France-based operator is present in eight European countries with revenues of €14.2 billion – down 1.8 percent year-on-year – in the first six months of this year.
Pellissier claimed Orange was “far ahead” of rival Deutsche Telekom in terms of the number of converged customers it has signed up.
The exec was careful to define such subscribers as those who take fixed and mobile services via a single bill.
Where Orange offers this – France and Spain – Pellissier said it had signed up 6.5 million customers.
But it faces challenges in rolling out “true” convergence elsewhere across its markets in Europe.
For example, Orange has no fixed-line presence in two markets – Romania and Moldova.
Pellissier, who oversees Orange’s European operations, said there are five options for operators looking to become converged: build, buy, partner, use regulation or substitute.
In Romania, the Deputy CEO said Orange was using a substitute solution in the guise of satellite technology to offer a TV service to customers.
Jean-François Fallacher, the CEO of Orange Romania who was also present, added it was actively looking to partner with a fixed line player.
Regarding Moldova, Pellissier said: “Our work to analyse and deploy the best possibility to build convergence for the Moldovan market will be completed soon and we will be able to comment more in the coming weeks.”
There are challenges too in Belgium and Luxembourg.
In Belgium, the first country in Europe where the cable network has been opened to other operators, Orange plans to launch a convergent offer at its Mobistar brand shortly.
Meanwhile, Pellissier said Orange had no plans to exit Luxembourg, where it is the third largest fixed provider but only the sixth largest mobile provider.
“It’s such a small market that we technically manage it from outside [as part of Mobistar in Belgium],” he explained.
“Luxembourg is the first place we have launched a cross-border offer that is not based on roaming.”
Pellissier said Luxembourg has “a peculiarity” in that it has more workers who commute in from outside than those who live in the country.
As a result, Orange’s mobile offer enables customers to use their entire subscription without restriction.
In the two other markets in which it is present –Poland and Slovakia – Orange is well established as either the number one or two convergent player.
The discussion around convergence came as Orange unveiled a shake-up to its management team.
Bruno Mettling, the Deputy CEO in charge of human resources, moves to head up the operator’s operations in Africa and the Middle East (AME).
He replaces Marc Rennard, who is now in charge of customer experience and mobile financial services.
Jean-Marc Vignolles, the head of Orange Spain, also moves to AME as COO and will be replaced by Laurent Paillassot.
Jérôme Barré moves to head up HR, while Orange Business Services CEO Thierry Bonhomme adds a Deputy CEO title.
Stéphane Richard, Chairman and CEO, said: “This new organisation has been thought out to support our strategic plan, Essentials2020.
“I am especially proud of the talent that makes up the management team at my side.
“These changes will take effect on 1 March 2016 in order to allow for the completion of certain particularly important projects for the Group, such as the preparation of our mobile banking offer and the integration of Jazztel.”