Orange launches entry-level smartphone bundle for under $40

Orange is launching a new digital offer, branded as Klif, across its African and Middle Eastern footprint.

For around US$40 (€35), the bundle includes a smartphone and a data, voice and text bundle, setting a new benchmark in price that is intended as a catalyst for smartphone and data adoption across the region.

The 3G Firefox OS smartphone is exclusive to Orange and will be available from Q2 in 13 of Orange’s markets in the region, including Egypt, Senegal, Tunisia, Cameroon, Botswana, Madagascar, Mali, The Ivory Coast, Jordan, Niger, Kenya, Mauritius and Vanuatu.

Orange Klif is aimed at a new market segment of users who have previously found mobile internet access to be unaffordable. In this way, it looks to drive adoption and data usage in the launch markets. The group has noted a burgeoning demand for data that has seen a 44% year-on-year rise in mobile data revenues in the last quarter of 2014.

“Although the smartphone revolution is well under way across the African continent, there remains a proportion of the population that so far has been underserved, not just because of the cost of handsets, but because of concerns about data costs. By scooping up all the costs into one digital offer, we hope that critical access to the mobile internet will be within reach of many more people,” commented Yves Maitre, Executive Vice President of Connected Objects and Partnerships, Orange.

The launch signals a new type of offer in the market that is typically characterised by pay-as-you-go, offering predictability of data costs through an all-inclusive tariff at a price that sets a new benchmark. Customers seeking to upgrade from 2G feature phones to 3G smartphones can enjoy the benefits of multimedia and online usage with no hidden surprises. Depending on the market, a typical data bundle will be up to 500mb per month for six months, with the opportunity to top-up when reaching the end of the bundle. However, across the participating markets customers may have access to shorter or longer data plans and also enjoy voice and text allocations, inclusive in the bundle.

The smartphone will also provide access to a range of compelling content, including established Orange services such as Star Africa, the entertainment portal, Orange Football Club as well as partner services like Dailymotion, the video sharing service. Additionally, customers will have access to the burgeoning Firefox Marketplace, providing access to thousands of apps.

The Orange Klif promises an uncompromised introductory smartphone experience featuring the latest Firefox OS, ample screen size with its 3.5” HVGA screen and 2 megapixel camera. It also offers a 1300mAh battery offering 810 hours of standby.

“Smartphone prices are falling fast but there are still large segments in Africa who find existing smartphone models too expensive. Mobile data adoption also has enormous room to grow, especially in markets across Africa, where to date most smartphones have been bought without a bundled data plan. There is a major opportunity for innovation to fill both of these market gaps,” said Ian Fogg, Senior Director Mobile & Telecoms at IHS Technology.