Dragonfly

PayAsYouGo Handset and Strategy for Orange Mobile

It’s no secret that mobile network operators would much rather have users tied into monthly paid contracts than paying as they go.

The challege of this brief was to redefine the pay-as-you-go service of Orange Mobile through the design of an exclusive handset.

The conceptual handset developed embodies some of the findings of the quantitive and qualitative research carried out.

My research revealed not only the dissatisfaction but also the high expectations of pay-as-you-go customers - including non-Orange customers as well as current Orange SIM holders. The overproliferation of advertisments and mediahype for high-end handsets has raised the user's expectations of their mobiles - both in performance as well as appearance.

The Dragonfly concept attempts to change what Pay-As-You-Go means to both provider and user. Of course profit margins are much lower with PAYG customers than contract customers. For this reason I attempt to create a new channel of value for the client: the benifits of which would also be seen by the customers. As well as gathering revenue through sales, the “Dragonfly” mobile is intended to provide an extra stream of value to Orange in its ability to disseminate the company’s brand both overtly and subtly. Although the most desirable components such as full size touchscreens, as seen in Iphone, would be too expenisve the Dragonfly still provides a wow-factor;relying alternatively on an unusual form and opening mechanism.

The concept received a commendation from D&AD in being published in their Annual Student Awards book in 2008.

Dragonfly in camera mode.
The open phone creates a camera like form in the hand.

Branding concept.
Extending the current Orange aesthetic.

Diagram used to indicate standard parts used.

Presentation sheets for the project.