ORANGE REACHED YOUNGER FAMILY MEMBERS VIA THE DOORMAT2 Research shows that by the age of 15, nearly all children (97%) own a mobile phone and the vast majority (70%) are bought by their parents. Therefore, influencing the buying decisions of these parents is key to gaining market share. BACKGROUND3 SOLUTION Source: DMA Gold, 2011 Ready Deal was launched as an effective way of targeting existing Orange customers and convincing them that

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