July 30th, 2009

Orange has just unveiled its Monkey programme, directly aiming to add value for younger consumers on pay as you go.  The idea is to provide a free music service, that is provided via a tie-in with 4music.  Along with a planned tie-up with Blyk later in the year, the mobile service that bases its free usage on compulsory advertising, Orange is making positive, bold moves to take advantage of the free culture that is becoming increasingly prevalent especially among younger markets.

Source: Marketing Week, Orange