14 DAY TRIAL // Wireless carrier Orange is set to bring to the market a new series of devices that will offer a wider consumer segement the possibility to try out a smartphone. To be more precise, the company is planning to deliver smartphones that target the mid-level market, such as the Android-based Orange Boston. The handset was spotted into the wild before, and was recently launched on the market in Spain, with plans to be complemented by a similar device in the UK as soon as the coming month.
Mobile phone users in Spain can now take advantage of what Orange Boston has to offer while choosing to purchase the device with or without a monthly tariff. On contract, the black Orange Boston is available on the carrier's website with price tags raging from 59€ to 79€. As for the UK market, Orange plans launching a low-cost self-branded device from Huawei as soon as next month, while aiming at delivering a similar handset in August, coming from ZTE this time.
One thing that is certain is that this Andorid-based handset comes with quite appealing specs, considering the market segment it is aimed at. A 3.2-inch touchscreen display is included in the package, along with a 5-megapixel photo snapper, HSDPA and HSUPA connectivity, microSD memory card slot with a 2GB card included, 3.5 mm headphone jack, Wi-Fi, GPS, and more. As stated above, Boston's launch is said to be part of the carrier's attempt to bring the smartphone segment to more users.
“We have seen a dramatic growth in smartphones. In 2009, 15% of all devices were smartphones and this will double in 2010 to one third of devices. We expect this figure to grow to 50% by 2013,” Patrick Remy, Orange devices chief, told Mobile. “We worked on defining segments and matching the devices with the right services and tariffs in 2009 and we were happy with the results. […] One of the key elements for success is we have not compromised on the quality. We are working on a handset for the UK – this will launch in summer.”
It seems that the wireless carrier plans on having up to half of its portfolio comprised only from smartphones by 2013, and that it aims at offering a wide range of affordable devices to drive the growth in this category. At the moment, the carrier's lineup includes 15 percent smartphones. As for the affordable devices to be launched, they will sport the Orange branding in the beginning, Patrick Remy added.
Update: According to Orange UK, Boston won't land in the UK, but two other devices will, namely a Huawei phone in June and a ZTE one in August.