This case picks up where the previous Stanford Graduate School of Business case "France Telecom in 2010" (SM186) stopped. St-phane Richard took over as chairman and CEO of France Telecom-Orange and faces stiff competition from other established European telecom companies, the new French telecommunications and so-called "over-the-top" companies like Google and Apple. At the same time, France Telecom-Orange saw a global explosion of mobile data traffic, which are necessary for the construction of new networks to meet this growing demand. France Telecom-Orange has been assessing how to convince customers accustomed to unlimited data plans to pay more for the increased use of in order to help offset these new costs. The same holds true for the Internet giant to help pay for building network - a controversial issue called network neutrality. Soon after, General Manager, Richard began a strategic plan "conquests 2015", which was developed on the basis of parallel bottom-up and top-down approaches. The plan included hiring 10,000 new employees in 2012 and the deployment of new 2 billion fiber-optic network in France. Purpose of the plan was also to improve customer service, increase customer base from 200 million to 300 million over four years, and double international sales in 2015. Finally, he turned to the need for changes in human resources and management practices in accordance with the rash of suicides at France Telecom-Orange between 2008 and 2010. Richard collected five major European telecommunications monthly meetings to discuss common interests of the industry level, to agree on the technical and functional standards, and present a united front with other competitors and European regulators. France Telecom-Orange has also been changes in their approach to innovation in new products, marketing and sales. One of the most important innovation for the company was the Near Field Communications, which allowed customers to pay for goods and services via mobile devices. "Hide
by Robert A. Burgelman, Debra Shifrin Source: Stanford University, 42 pages. Publication Date: June 22, 2011. Prod. #: SM194-PDF-ENG
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