Orange: Read&Go

Posted: 4 Nov 2009

See all articles by Thomas R. Eisenmann

Thomas R. Eisenmann

Harvard University - Entrepreneurial Management Unit

Toby Stuart

University of California, Berkeley - Haas School of Business; Harvard University - Entrepreneurial Management Unit

Bhaskar Chakravorti

Harvard University - Business School (HBS)

Vincent Dessain

Harvard Business School - Finance Unit; European Research Center

Simon Harrow

Harvard Business School, Europe Research Center

Elena Corsi

Harvard Business School, Europe Research Center

Date Written: March 5, 2009

Abstract

In late 2008, Orange (aka France Telecom) must decide if launching Read&Go, an electronic newsstand built around an e-paper reader, would be successful. The case describes: 1) Orange's strategy; 2) the company's new product development process; 3) e-paper technology, which simulates the appearance of printed paper on a screen; 4) consumer demand for e-paper services; 5) potential competitors, including Amazon's Kindle; 6) business model options for Orange's service; and 7) the reactions of French newspapers - crucial content partners - to Orange's proposal.

Suggested Citation

Eisenmann, Thomas R. and Stuart, Toby E. and Chakravorti, Bhaskar and Dessain, Vincent and Harrow, Simon and Corsi, Elena, Orange: Read&Go (March 5, 2009). HBS Case No. 809-122, Harvard Business School Entrepreneurial Management Unit, Available at SSRN: https://ssrn.com/abstract=1499725

Thomas R. Eisenmann (Contact Author)

Harvard University - Entrepreneurial Management Unit ( email )

Cambridge, MA 02163
United States

Toby E. Stuart

University of California, Berkeley - Haas School of Business ( email )

545 Student Services Building, #1900
2220 Piedmont Avenue
Berkeley, CA 94720
United States

Harvard University - Entrepreneurial Management Unit ( email )

Cambridge, MA 02163
United States

Bhaskar Chakravorti

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Vincent Dessain

Harvard Business School - Finance Unit; European Research Center ( email )

Boston, MA 02163
United States

Simon Harrow

Harvard Business School, Europe Research Center ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Elena Corsi

Harvard Business School, Europe Research Center ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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