Orange has unveiled a new low-cost device bundle aimed at driving smartphone adoption in Africa and the Middle East.
Orange Klif includes a bundle of voice, texts and data alongside a 3G smartphone powered by Firefox OS.
By offering plans starting at €35 for 500MB of data per month including the cost of a device, the operator claimed it could address a previously inaccessible market “that to date, has found access to the mobile internet unaffordable”.
The device will offer access to content from Orange’s Star Africa entertainment service, Orange Football Club as well as video sharing service Dailymotion.
Orange said the launch of Klif followed a period of successful smartphone delivery campaigns in Africa and the Middle East last year that led to sales of devices in the region doubling.
The resulting figure accounted for 35 percent slice of Orange’s total handset sales in 2014, the operator claimed, while also revealing that the “burgeoning demand” for data led to a 44 percent rise in mobile data revenues in Q4 2014.
Yves Maitre, EVP of Connected Objects and Partnerships at Orange, commented: “Although the smartphone revolution is well under way across the African continent, there remains a proportion of the population that so far has been underserved, not just because of the cost of handsets, but because of concerns about data costs.
“By scooping up all the costs into one, incredibly priced digital offer, we hope that critical access to the mobile internet and all the opportunities that that opens up, will be within reach of many more people.”
Orange is currently looking to Africa and the Middle East as sales in Europe continue on a downward trend.