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Blackberry Mobility Featured Article


March 26, 2010

Orange Subscribers Find Significant Value in CallerXchange

By Anil Sharma, TMCnet Contributor


CallerXchange, a social address book solution, has repeatedly exceeded performance expectations at Orange Dominicana – which calls itself “the first mobile operator in the world” to launch the CallerXchange service.

Since 2007, company officials said, the service has since been launched within seven of the world’s largest mobile operator groups across four continents, and is currently shipping to over 60 million subscribers.

According to company officials, CallerXchange allows for subscribers to share their contact details at socially relevant times (after phone calls). Because of the unique design of the service, uptake significantly surpassed expectations.

With more than 2 million Orange subscribers provisioned with CallerXchange, utilization has exceeded 50 percent. Subscribers find CallerXchange simple to use and easy to understand -- two factors driving unparalleled service uptake.

“Utilization of the CallerXchange service has outperformed our expectations,” said Patricia Ramos, marketing manager for data services at Orange Dominicana, in a statement.

Ramos said that the company has a diverse segmentation of subscribers in the network and CallerXchange has proven to provide value across all subscriber segments given the consistently high uptake rate.

Company officials said that analysis over a 34 month period revealed that repeat usage topped 70 percent nearly every month. Repeat users are defined as active users in a given month who have opted-in and actively used CallerXchange in preceding months.

According to company officials, penetration of CallerXchange is nearly 100 percent within Orange, meaning the success extends across the whole base.

“The repeat usage demonstrates the social relevance and inherent value subscribers associate with CallerXchange. We’re happy to provide solutions to our customers enabling them to continually stay connected”, said Armand Toonen, VP of marketing officer at Orange Dominicana.

Toonen said that customer satisfaction is paramount to Orange, and the company takes pride in offering unique, highly useful and innovative solutions to the subscribers which continue to differentiate the company’s brand.

The universal nature of CallerXchange makes it a utility that is useful for any subscriber. The repeat usage results have been achieved across every market segment including postpaid, prepaid, mass market, youth, and business.


Anil Sharma is a contributing editor for TMCnet. To read more of Anil’s articles, please visit his columnist page.

Edited by Marisa Torrieri


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