With its broadband arm steadily losing ground against other competitors, the Orange boss has set out the company's new strategy.
According to the Guardian, Tom Alexander, a former Virgin Mobile boss, will drop the use of the famous "the future's bright, the future's Orange" advertising slogan as part of a shake-up intended to put both mobile phone and broadband sales back on track.
Orange is now the smallest of the major mobile phone providers and its broadband business has been losing customers steadily since last year, the paper reports.
In September 2007, the company had 1.142 million broadband customers but by March that figure had fallen to 1.107 million.
Mr Alexander explained "The Agenda" in an internal email sent to members of staff at the company.
"There's a lot of change planned in order to put us back where we belong - at the top of our game," he reportedly stated.
Reports last month suggested that many Orange mobile broadband customers had been left without internet access due to a network error.