UK Mobile company, Orange, is to abandon their numbered Talk plans to replace them with ‘types’ - Dolphins, Canaries, Racoons and Panthers.

We’ve covered this before when it first hit the news, but from Saturday it all starts to happen in the Orange’s shops.

OK … we understand that this is a PR-driven story, but given Orange’s past, we think it’s worth keeping an eye on.

Orange has always been a pioneer in dealing with customers. This started with their name, which back in 1994, was extremely adventurous - as was tying it in with a colour and trying to associate it with emotion.

This combined with leading the field in customer service, gaining them significant number of users - despite the early problems they had with the quality of the actual mobile call service.

On a personal note - I’ve been with Orange since they started and was highly impressed in the early days. Over the years I found that the quality has gone south a little - people you speak to there are a little less helpful; the flexibility that made you glad to be with Orange and started to atrophy shortly after Wanadoo (France Telecom) took over in 2001.

Back to the story - Orange’s research has brought up that 68% of the British find mobile phone tariffs confusing. When they’re labeled 100, 200, 300 & 500, we find it baffling that people can’t understand what they getting.

Instead we will be categorised as Dolphins, Canaries, Racoons or Panthers. Here’s the explanation …

• Fun Loving Dolphins - Dolphins are fun loving, extrovert characters that enjoy the spontaneous and impulsive. Thrilling new experiences are always welcome
• Chattering Canaries - Canaries love to indulge themselves with the small pleasures of life � relaxing hot baths, great haircuts, and maybe the odd facial
• Dilligent Raccoons - Raccoons can turn their hands to many things, and will always show commitment to the hobbies and interests they settle on
• Proud Panthers - Panthers are careful time managers, hungry to squeeze the most out of life. These cats aren’t afraid to search out and enjoy the unusual

Worthless nonsense or a world leading move? Only time will tell.

On this day, years gone by ...

• BBC TV & Radio Trial On UK 3G - 2007
• .xxx Porn Domain Defeated By ICANN - 2007
• Flexion ePhotomaker Review (90%): Handy Mini Studio-In-A-Bag - 2007
• Nuenen: Netherland's Largest Fiber-to-the-Home Network Opens - 2005
• Vodafone Access Control: Mobile Porn Block Offered To Dutch - 2005
• Splinter Cell Chaos Theory Demo Preloaded On Lexar USB Drives - 2005
• Analogue Switch-Off Starts In Wales Today, DTV Starts - 2005
• Harvard University and North Carolina: Music Sharing Doesn't Harm CD Sales - 2004
• Preview of the Connected Home event, April 2004 - 2004
• XBox: Huge US Price Cut - 2004