Orange pop

As part of PTK Centertel's rebranding of its mobile services from Idea to Orange last year, the operator had also planned to replace its popular pre-paid service, named Pop, with a new brand called Orange Go. However, the firm is now going back on its plans.

After just three months of negotiations with a probable buyer for Pop, Orange had to acknowledge that the recognition of the Orange Go brand among young people - Orange's most important target group when it comes to pre-paid services - is too weak. Analysts expect Orange to wait for better market conditions and attempt the rebrand again, perhaps as early as later this year.

Centertel's distributors are watching the company's moves closely. They claim that the company has a serious problem with positioning the brand as Orange's representatives tell them that Orange Go and Pop are not two different brands, but two different offers.