Case | HBS Case Collection | February 2009 (Revised May 2010)

Orange: Read&Go

by Thomas R. Eisenmann, Toby E. Stuart, Bhaskar Chakravorti, Vincent Marie Dessain, Simon Harrow and Elena Corsi

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.

Keywords: Business Model; Corporate Entrepreneurship; Technological Innovation; Demand and Consumers; Product Development; Partners and Partnerships; Competition; Publishing Industry; France;

Citation:

Eisenmann, Thomas R., Toby E. Stuart, Bhaskar Chakravorti, Vincent Marie Dessain, Simon Harrow, and Elena Corsi. "Orange: Read&Go." Harvard Business School Case 809-122, February 2009. (Revised May 2010.)