registration document France Telecom 2009 - Orange.com

overview of the Group’s Business
6
OVERVIEW OF BUSINESS
Romania
Distribution
Z DISTRIBUTION CHANNELS
(AS A % OF CUSTOMER ACQUISITIONS)
3%
On-line
36%
Direct
2009
Orange Romania is pursuing an active policy of expanding its
distribution network, comprising its own stores (numbering
97 as of end 2009), and creating a vast network of exclusive
franchise partnerships under the Orange brand (114 franchised
stores as of end 2009). The network was expanded in 2009
by the takeover of the Universal 2002 distribution network (53
points of sale). Orange Romania also increased its on-line sales
every month, via its www.orange.ro portal, which accounted for
3.5% of total sales.
64%
Indirect
0%
Customer contact center
Source : Orange
The Network
Z COVERAGE (AS A % OF THE POPULATION) 2009e 2008 2007
GSM Voice / Edge 98.9% 98.8% 98.2%
3G (UMTS) / HSDPA 47.4% 47.4% 28.2%
Number of 2G radio sites 3,273 3,122 2,627
Number of 3G radio sites 1,162 1,104 821
Source: Orange
6
In 2009, Orange Romania focused its capital expenditure on
growing segments, namely 2G and 3G networks and service
platforms.
The roll-out of new 2G sites was split between the extension
of coverage in rural areas and the densifi cation of urban areas.
Sites in previously uncovered areas were selected on the basis
of their potential to boost volumes. The densifi cation of 2G sites
helped keep up with the increase in voice and data traffi c (non-
3G), and to maintain the high quality that sets Orange apart
from its competitors.
Densifi cation was also carried out in the 3G network in order
to improve deep indoor coverage in towns, where data traffi c
stemming from new mobile Internet usages and services has
increased signifi cantly. To ensure that the customer experience
in mobile broadband is as satisfying as possible, Orange started
rolling out its HSDPA network in the main cities, thereby bringing
potential speeds up to 7.2 Mbps.
With a view to increasing speeds and improving network
reliability and to support growth in traffi c, Orange Romania
invested in modernizing its transmission network and increasing
its capacity.
Service platforms have also been developed to adapt to new
functionalities and changes in convergent and broadband
services.
2009 REGISTRATION DOCUMENT / FRANCE TELECOM
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