Orange and Baidu have teamed up to develop an Internet browser for smartphone users in Africa, the Middle East and Asia (AMEA), in a move that capitalises on the growth of mobile Internet in emerging markets.
The key brand of France Telecom and the Chinese Internet search provider yesterday announced a strategic partnership to develop a co-branded Internet browser, marking the latter's first global operator agreement.
The exclusive partnership, says Orange, was forged in a bid to make the mobile Web available for all in emerging markets.
African demand
According to Orange, mobile Internet usage in Africa is increasing rapidly as the international operator continues to deploy 3G networks and make more low-cost smartphones available. "Customers have been steadily moving from basic feature phones towards more low-cost Android smartphones."
Orange has a mobile customer base in AMEA of almost 80 million customers, and is present in 17 countries in Africa and the Middle East - particularly in Egypt, Cameroon, Ivory Coast, Madagascar, Mali, Senegal and Tunisia (about 59 million customers collectively).
The operator says the new partnership will help drive mobile data adoption in markets where it is seeing an increased demand for mobile data and smartphones. "[Orange] has continued to see its smartphone user base in AMEA increasing; for example, the demand for Android devices in Egypt has doubled in H2 2012."
Browser boon
According to Orange, the new browser offers a "highly-customisable, but simple interface" for AMEA customers.
The Orange/Baidu browser enables customers to access Web-based applications and Internet services unique to the two telecom companies, as well as services like Wikipedia, Facebook and Twitter, among others.
Orange says the user interface is feature-rich and provides one-click access to local and global services. "[The browser] is also much faster and more data-efficient compared to other browsers, reducing the amount of data consumed by 30% to 90%, depending on the types of services and files accessed."
Orange and Baidu's English and Arabic browser launched for Egyptian operator Mobinil yesterday, and both companies are now working to offer French versions of the browser for countries across Orange's African and Middle East footprint.
Mobile appetite
Marc Rennard, senior executive VP for Orange activities across Africa and the Middle East, says the appetite for mobile Internet services in Africa is very strong - even though price and access have been barriers to entry.
The partnership with Baidu, says Rennard, will provide "unique solutions" for affordable access to mobile Internet. "Building on the partnerships we've signed with major brands such as Wikipedia and Facebook in AMEA, we continue to innovate in Africa and honour our commitment to make the Internet accessible to all customers across our footprint."
Hu Yong, GM of Baidu's international business unit, says Baidu develops technologies, products and services for the world's largest emerging market, China, and now plans to bring that experience to bear in other markets. "Working with Orange in the Middle East and Africa, Baidu hopes to contribute meaningfully to the region's growth by making the mobile Internet easier than ever to use."
Orange launched operations in another French-speaking central African country, the Democratic Republic of Congo, last month.
While the operator does not currently have a mass market presence in SA, rumours of its entry into the consumer space have been circulating and were recently underpinned by an industry source who has requested anonymity. The source cites 2013 as the year SA will see Orange forge its presence throughout the local market.
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