Orange (France Telecom) has had a traumatic couple of quarters and even managed to lose thousands of broadband customers (news), while their most immediate competition continues to grow. The new chief executive, Tom Alexander, is now about to become the latest boss to try and turn Orange's weakened situation around.

It's understood that Alexander will give hundreds of managers the boot from its 12,500 strong workforce, replacing them with more customer support staff. He also intends to launch a major new advertising push but will axe their most recognisable slogan: "the future's bright, the future's Orange."

Certainly improved support and advertising should help to boost the provider’s broadband products, although at present their high-speed services still aren't being given the care and attention that some of their rivals bestow. In such a highly competitive market, Orange will need something special to sell itself as being different from more established rivals.