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

Orange: Read&Go

By: Thomas R. Eisenmann, Toby E. Stuart, Bhaskar Chakravorti, Vincent Marie Dessain, Simon Harrow and Elena Corsi
  • Format:Print
  • | Pages:29
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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.)
  • Find it at Harvard

About The Authors

Thomas R. Eisenmann

Entrepreneurial Management
→More Publications

Toby E. Stuart

Strategy
→More Publications

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More from the Authors
  • Proday: Calling the Right Play By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
  • Chêne Bleu: Caught in the Trade Tariff Crossfire By: Dante Roscini, Elena Corsi and Daniela Beyersdorfer
  • Italy: Between Technocracy and Democracy By: Sophus A. Reinert, Dante Roscini, Emilie Billaud and Elena Corsi
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