SA Orange warehouse promises better smartphone deals

2014-04-16 13:05 - Duncan Alfreds
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Mobile device data in SA is set to grow exponentially. (Duncan Alfreds, News24)


Cape Town - Orange is making its presence felt in South Africa as the operator prepares to open a local distribution centre in Johannesburg.

The expansion of its footprint into SA demonstrates the company's intention to grow the mobile business here even though it does not operate a mobile network.

Orange operates mobile networks in over 20 countries, including key markets in Africa like Kenya and Egypt.

"The adoption of the Orange online store since it launched in South Africa in January 2013 has exceeded all expectations, and makes this hub a necessity," said Sèbastien Crozier, Orange Horizons CEO.

Orange sells a range of smartphones, tablets and electronic devices on its online store, but the cost of moving goods from a warehouse based in the UK is prohibitively expensive when serving customers in SA, Namibia and Mozambique.


The company established the warehouse in SA so that it can deliver products faster and at lower cost. It also allows the company to source locally, potentially further reducing overheads.

"It will allow for faster delivery of products to the local market, and further confirms Orange's commitment to the South African and SADC regions. It will negate time requirements for customer clearance, and will enhance the customer click-to-delivery service experience," said Crozier.

South Africans have long complained about the local price of devices, and the Orange store aims to provide competition in the pricing of smart gadgets in the country.

Devices not generally available in SA like the Google Nexus 5, Acer Liquid series and Geeksphone Revolution smartphones are available on the Orange Store site.

The new warehouse is situated in Sunninghill and the Crozier hinted that it was one of several moves the company intended to make this year.

"We think it's going to be an opportunity to develop our business and our turnover and to settle Johannesburg as a local hub. It’s also an opportunity for us to offer a large range of products, with devices you don’t find very easily locally."

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