Can Orange rediscover its spirit?

Tom Alexander has a tough year in front of him.

How does he bring the flare of Hans Snook, Orange’s original chief, into a company now mired in France Telecom’s Jurassic management style?

Under Alexander’s direction, Virgin Mobile built a solid customer base and some innovative services.

Orange went the other way by losing key technologies such as Wildfire, confusing customers with its ‘animal’ tariffs and becoming just another bland mobile operator.

Alexander has to regain Orange’s quirkiness that endeared it to its customers and rediscover the innovation and style it sadly lost.

Perhaps a management buyout beckons?