No one could claim that buying a mobile phone is easy. There are so many different options and charges it makes you wonder whether anybody actually finds the best deal possible.

This is quite normal for complex buying behaviour. You want to get it right (you might have to live with the consequences of a bad decision for a couple of years), but there’s so much info to absorb!

Enter Orange UK. I just love the way they provide the information you need, thanks to their “online phone trainer”.

Once you’ve selected all the important things for your mobile telephony habits, it then simplifies everything but pulling it all together into a bundle – with simple names like Canary, Dolphin and Panther. Bundled offerings, the sort of things you expect to see in B2B! Nice.