GlobalData
Orange Business has been shifting its focus from technology selling to business outcomes around better experiences for employees, customers, and operations. Investing in consulting capabilities and AI is giving it a competitive advantage.
Many global carriers have gradually lost market share in unified communications and contact center services as these become cloud services and SaaS applications. Meanwhile, IT services providers have moved into this space, building partnerships with technology vendors such as Microsoft, AWS, and Salesforce, relative newcomers in this space. There are many others smaller vendors helping their enterprise customers to improve employee productivity or customer engagements in their own way.
Orange Business is one of the few carriers that have evolved its unified communications and contact center business with a greater focus on outcomes such as improving employee experience (EX), customer experience (CX) with a differentiated twist on operational experience (OX). These latter efforts go a step further into OT/IT environments. The company has developed consulting capabilities to help customers reimagine total experiences. The development of GenAI especially agentic AI is driving the next evolution of use cases. This report looks at the progress Orange Business has made in transforming business processes to reimagine experiences through cloud services, partner ecosystems, AI, and consulting-led solutioning.
Key Takeaways
- Orange Business has three clearly defined value propositions around CX, EX and OX. While each is unique, complex to integrate, it appeals to multiple stakeholders.
- For CX, the company draws on many areas from the classic contact center, CDPs, CRMs, and collaboration, and CPaaS with agentic AI to break new ground.
- For EX, the company starts with unified communications, but it can deliver more complex digital workplace solutions to transform physical commercial spaces and support remote working.
- For OX, Orange has started to work with partners such as Siemens and Schneider to create use defined cases to improve productivity, operational efficiencies, supply chain, and digitization.
- Orange brings added layers of cyber security protection and leadership in topics such as digital sovereignty.
- As an organization committed to AI to the core and training of all frontline employees, AI use cases from agentic, GenAI, and conversational are featuring in many new deployments.
