Orange has fulfilled its threat and will eliminate Amena from its catalog of commercial brands as of September 1, obligatorily moving its customers – whose number the company refuses to make public – to new rates from Orange itself, which it has not disclosed either, although under the promise of keeping the current price “with some exceptions.”
With the disappearance of Amena, advanced by EL PAÍS last February, the portfolio of Orange brands was reduced to three: Orange, Jazztel and Simyo. The group has already eliminated República Móvil, a residual brand, and integrated it into Simyo last June.
Since it began its commercial career in 1999 with the Retevisión group, Amena became the third mobile brand in the country together with Movistar and Airtel. After its disappearance due to the purchase of Retevisión by the French operator, controlled by the French State, Amena was commercially rescued by Orange in 2012 as a mobile brand, but its journey has not been very successful, despite the successive renovations it has applied to its offer, with strong promotions or incorporating fiber optics to their mobile packages.
The company announced this Tuesday that it will stop marketing Amena as of September 1, and that the current customers of the brand will be migrated to Orange from September 13 until the end of the year. “This process will be automatic and transparent for the user, who should not do anything or stop enjoying their communication service at any time (there is no substitution of router nor from SIM), ”the company said in a statement.
The change, the details of which customers have been informed of on their invoice and via email and SMS, will mean more gigs of mobile browsing for current Amena subscribers without changing the price they currently pay, “except for very specific cases that will be communicated specifically to the affected customers, “the operator said in a note on Tuesday.
“The migration from Amena to Orange will be transparent and always looking for customers to have more benefits while maintaining their current price. If in any case, due to technical impossibility, it is not possible to assign a new rate in Orange, both this client and any other will have total freedom to leave the service without any type of permanence or penalty, “a company spokeswoman clarified to this newspaper.
More gigs of data and 5G
In the month of the change, two invoices will be received, one from Amena and the other from Orange, but the amount that both will add up will be the equivalent of the current invoice. What is not going to be maintained is the accumulation of gigabytes by seniority, since the operator gave away 1 GB more each month for each year in the company. To compensate, the gigs of data available in each tariff will increase by 4 GB for all users. In turn, access to Orange’s 5G coverage will also be given.
The rates will be renamed taking the current prices as a reference, where for example the 4 GB rate (5 GB in promo right now) will be renamed Rate 6.95. The Amena rates will not be available for new hires in Orange, but additional lines may be added for Amena with Orange with a 20% discount. In this way, if a client unsubscribes from Amena, they will not be able to have those rates again. You can also hire fiber up to 1 Gbps and television.
No ‘low cost’ strategy
Although a simplification of Orange brands was taken for granted, in the line of its great rivals Movistar and Vodafone, the movement has caught the sector with the foot changed, which expected a radical turn from Orange to recover the low-cost customer, a Unstoppable trend in the Spanish market that has intensified with the economic crisis derived from the pandemic.
MásMóvil or Digi are sweeping, gaining customers month after month through the portability procedure, and they are the only operators that grow in revenue, while Telefónica and Vodafone try to contain the leakage of customers and billing with their own low-cost brands in O2 and Lowi, respectively.
However, Orange, which is the operator that loses the most customers to the competition with the sharpest drop in revenue – it gave 412,500 mobile portability lines in 2020 and has lost 126,000 lines until June of this year – instead of reinforcing its brand. Low-cost Simyo is committed to convincing Amena customers to switch to its Premium offer by offering them services such as football, whose most affordable package costs from 95 euros per month.