Unify and digitalize user experience through the creation of a content store


With more than 130 million customers and 5.8 billion euros in revenues, Orange is one of the leading operators in the MEA Region. In an effort to meet the growing need for digitalization and transparency of its customers, Orange was the first to launch a digital store dedicated to content.


The subscription journeys were different from one service to another (SMS, USSD, IVR, ...). The challenge was to unify all channels in a single platform to offer customers an improved user experience and showcase the diverse content catalog. It was also important to the client to leverage this digitalization for strategic data collection and better understanding of customers’ usage and consumption behavior.


• Creating new customer journeys, platform UI and content for an improved experience through design thinking with our UX/UI team • A multi-disciplinary team of experts in marketing, data and technology was put in place to implement the technical and functional features of the solution • Build dashboards and reports that give the client insight on consumer behavior allowing them to optimize content and UX • Helping the client achieve growth by providing relevant customer insights, creating new content and sharing best practices in terms of digital communication

Key results

Collaboration of a team of multi-skilled subject matter experts.
Proper Agile methodology and approach
Innovative and cost-efficient architecture, tailored to the client’s needs


The launch of « My Place » has allowed Orange OMEA to further strengthen its position as a digital telecom operator by being the first in the region to introduce a fully content/VAS related platform. « My Place » has already been launched in 6 countries and has significantly increased revenue and number of subscribers.

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