Orange has unveiled a new strategic plan for its activities in Poland to the year 2020.
Known as Orange.one, it sets out the attainmnet of objectives through the development of high quality products and services, supported by the comprehensive expansion of a fibre-optic network and digitisation, as well as through significant improvements in operational efficiency.
Specifically, Orange Polska aims to gain an additional 1 million to 1.5 million convergent customers, a six-fold increase in fibre customers and between 300,000 and 600,000 more TV customers. It will also aim to achieve top spot in the Net Promoter Score (NPS) in the telco market.
In the business segment, Orange Polska aims to increase its market share amomng SMEs to 55% and gain 600,000 more voice customers, as well as also reach the NPS top spot.
Financially, Orange Polska aims to stabilise its sales revenues in 2019 and grow them in subsequent years. It also aims to stabilise EBITDA in 2018 and grow it in subsequent years. Investment will amount to PLN2 billion (€470.7 million) – PLN2.2 billion in 2018 and 2019, followed by around PLN2 billion in 2020. Investment in its fibre network will amount to around PLN2.87 billion between 2018-2020, with the aim being to reach over 5 million households.
Commenting on the strategy, Jean-François Fallacher, CEO of Orange Polska, said: “Positive results of the action plan presented in February 2016 show that we are on the right path to restoring growth. With the adoption of Orange.one we move on to the next phase of this strategy, which I would call a new dynamic. We want to not only restore growth, but to shape a business model that will help build value over the long term. To achieve this goal, we need more efficient implementation, clearer priorities, increased speed and flexibility. In all decisions and actions we will be guided by value building, and all proposals for clients will be simple and coherent”.
Fallacher also announced that the company will continue to invest in optical fire to become the undisputed leader in high-speed network quality, as well as to promote convergence as a key proposition for households and small businesses in Poland,and to develop the digital potential of sales networks and distribution channels .
He added: “In order to fund our value for investment, we need to improve our operational efficiency by concentrating solely on value-creating activities and by optimising the cost structure. In this way, we want to achieve sustainable revenue growth and EBITDA from 2020. In parallel, we will expand our business in new, complementary areas to provide the basis for profitable growth after 2020”.
