Idea hopes use of Orange logo will help make it the number two operator

The third largest domestic mobile telecom operator, Idea is using the trademark of another mobile operator Orange in its promotional activities. Both companies are controlled by the same investor - France Telecom. Polkomtel, the owner of second largest mobile telecom operator Plus GSM, is following a parallel course, using a Vodafone sign, as Vodafone has a 19.6% stake in the Polish company. Analysts say that this is in preparation of replacing the Idea and Plus GSM brand names with international trademarks. Representatives of both mobile operators claim that the switchover is still some time away. In 2001 alone Idea spent zl. 232.7 million on promoting its name, but now this brand will be slowly pushed out of the market. PTK Centertel, an owner of Idea, claims that Orange will not replace the Idea name over the coming months, rather the international logo will be used as a secondary name and as a marketing tool to help it become the second largest mobile operator. (Prawo i Gospodarka, pp. 1, 5) M.M.