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Orange UK chief executive Tom Alexander has unveiled new plans for the business which will see it focusing on the "21st century customer".

The announcement comes after a period of falling sales in mobile and broadband sectors and reports of poor customer service in both divisions.

Among the proposals unveiled by the company included the creation of 500 additional consumer-facing roles in UK shops and contact centres.

Orange will also be ploughing additional funding into the development of 3G services for cellular and mobile broadband customers.

Among the infrastructural developments scheduled is a "super-fast" network capable of delivering speeds of up to 14.4 Mbps for mobile broadband users.

"Orange is an iconic brand [as well as] a great business and we're going to build on that success to become the best-loved telecommunications company in Britain," Mr Alexander said.

In a uSwitch poll conducted earlier this year, Orange was voted the worst broadband provider by its customers.

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