In line with their new "I am" strategy orange have created a specific website that brings the idea to life in the digital space.

I am actaully a fan of Orange's insight that who we are is dictated by who we know. That's why i was shocked to find no aspect of community on the their dedicataed site http://www.i-am-everyone.co.uk/. For such an inspirational message the site lacks any real feel of community or the ability for people to join together to make something bigger.

Maybe this will be a big push in social networks this year? I could see the strategy fitting quite well within the social space. Will be interesting to see....

Orange social networks

Bebo, MySpace and Facebook members on Orange will be able to access their profiles from a single destination later this summer.

The operator, which was the first to tie up deals with all three tier-one social networks in April, is now bidding to increase their usability.
Subscribers to several social network will be able to view updates from each network on one screen.

Orange is preparing to launch a service dubbed My Social Place, which is already live...

Orange really seem to upping their game when it comes to online - will a time come when they overtake O2 as the leader? I think this could be a real possibility....

Orange puts £30 adspend behing fresh positioning

LONDON - Orange has unveiled its latest global marketing campaign and revealed it is to spend a record £30m on the UK advertising push.
The telecommunications brand has confirmed that ‘I am' will be its new strapline for the global campaign, which breaks in the UK on 5 July.
The campaign, created by Fallon, uses lines such as ‘I am who I am because of everyone' and ‘I am all the boys I've kissed and the ones I will'.
A heavyweight TV, radio, print and outdoor campaign will encompass 120 different global executions. Outside the UK, the global signature for the campaign will be ‘Together we can do more'.
This is a reassertion of Orange's point of view and will highlight what differentiates us from other brands.'

Orange have also said that they intent to increase spend in social networks and focus on search online. Offering new widgets to drive acquisition. It seems all O2 compeititors are really increasing their game and all telecoms are going to have to keep their eyes wide open to spot the most valuable opportunities