Had to differentiate itself in order to gain an advantage over its competition to accomplish a foothold in the market. From the beginning it stressed the quality of its’ service. This strategy appears to work as even now Orange has the highest quality service I have ever come across. They are the only company to put their money where their mouth is where quality of service is concerned. They are prepared to match the tariff of any competitor if you like their tariff best, additionally if you are disconnected from you call by a line drop if you go via their operators they will give you a small credit to make up for the inconvenience in needing to reconnect.
Customer services is also of a high standard with polite, courteous well informed staff. In my opinion this is the best service provider, but to get the best deal use the option to match another tariff and go for a one2one tariff, that way you get the best of both worlds.