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Orange launches first operator-branded 5G smartphone

Orange has launched what it claims is the first operator-brand 5G compatible smartphone, the Orange Neva jet, which will be debuted in Romania.

While 4G and 3G compatible versions of the device will be available in various markets, the 5G version will be sold as and when 5G networks are switched-on. Romania was the first of Orange’s national business to enter the 5G fracas in recent weeks, though the rest will have to wait until 2020.

“As we gear up to launch our 5G networks in 2020, the Orange Neva jet is testimony to our long-held promise to deliver the very best innovation and technology,” said Philippe Lucas, SVP of Customer Equipment and Partnerships at Orange.

“This is the start of that journey as we prepare customers for the arrival of 5G.”

Looking at the device itself, it is a customisation of the ZTE Axon 10 Pro 5G variant. Orange is keen to point out this is not simply a re-branding of the ZTE device however, with several distinctions on both the software and hardware elements.

Starting with the software, the smartphone will use Android Pie OS software but also include the Orange Experience with Live Screen, the content aggregation tool, as well as Gestures, a feature which allows specific actions to dictate functionality, such as speed-dialling or launching apps. The app store will also feature specialised applications for the device.

On the hardware side, the design and finish of the phone have been customised for Orange. Components such as the battery, processors and cameras are identical, though let’s not forget that Orange is not a smartphone manufacturer.

Another important point to note about ZTE is that its own branded devices will not be on sale through the Orange distribution channels.

The wider range of Neva devices (start, play, zen and link) will now be available in France, Spain, Romania, Poland, Slovakia and Moldova, while the 5G version will be available as soon as the 5G networks are switched-on in the respective markets.

Orange does have history in selling its own branded devices, it has sold 12 million since 2002, though this is an interesting proposition. Priced at €899, it is certainly more friendly to the wallet than other 5G devices. Orange has an incredibly strong brand across its European footprint, so it should surprise few if this device proves to be popular.

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