Orange's latest smartphones, the Android-based Hiro and Yumo, come with feature that walks users through the setup, which the operator hopes will make it easier for first-time buyers to start using their device.
Smartphones are taking over the mobile market, but there are still consumers who haven't made the leap. During the third quarter about 55 percent of all phones shipped were smartphones, according to IDC. Orange said 60 percent of its subscribers in Europe have a smartphone.
Some people still think smartphones are too complicated, and that's holding them back, said Yves Maitre, executive vice president of mobile multimedia and devices at Orange.
"We are really hand holding the customer, so it's not a scary process. It is really about getting them engaged with their device. Because, I think at this point, if we don't do enough to engage the customer there is a very high chance they won't use all the functionality on the phone," said Amman Abid, program manager at Orange.