Mobile operator and ISP Orange UK has today launched a new Price Promise for its Home Broadband and Phone bundle customers, which it hopes will slow the pace of migration away from its services. Effective immediately, Orange has pledged to automatically lower its monthly subscription should it offer the plan at a lower price in the future.


In fairness price is one area where Orange UK, despite handing control of its unbundled ( LLU ) network back to BT last year, is still strong. In fact not even the recent VAT hike from 17.5% to 20% appears to have had much of an impact.

However, despite its strong value proposition, Orange has continued to bleed customers and declined from 899,000 fixed line broadband users in Q3-2009 to 795,000 in Q3-2010. Issues surrounding low satisfaction with broadband performance and support quality appear to be the main gripes.

Orange now hopes to off-set this by making its Price Promise available to new and existing customers who subscribe from today to their 'Broadband & Off Peak Calls' package or 'Broadband & Anytime Calls'. This will be supported by a high profile print, online, direct mail and outdoor advertising campaign in the first quarter of 2011.

Orange Broadband & Off Peak Calls
* Up to 20Mbps Download Speed
* Unlimited Usage (FUP)
* FREE Unlimited Off Peak UK Phone Calls (including 0845 and 0870 numbers)
* FREE caller display and voicemail
* FREE N Class Wireless Router
* 18 Month Contract

Price for Orange customers in network areas: £7.50 per month
Price for non-Orange customers in network areas: £12.50

+ Line Rental at £11.50 per month

Orange Broadband & Anytime Calls
* Up to 20Mbps Download Speed
* Unlimited Usage (FUP)
* FREE Unlimited Anytime UK Phone Calls (including 0845 and 0870 numbers)
* FREE caller display and voicemail
* FREE N Class Wireless Router
* 18 Month Contract

Price for Orange customers in network areas: £10
Price for non-Orange customers in network areas: £15

+ Line Rental at £11.50 per month

Expect to pay anything from +£10 to £15 more (monthly) if you are not covered by Orange's unbundled network area (covers 85% of all UK homes). Additionally, customers benefit from no connection fees, free online protection with McAfee Family Protection, plus parental control features. Hopefully this will be the year that Orange finally improves.