France Telecom-Orange has unveiled a new digital mobile brand aimed at young adults.

The operator said Sosh, an abbreviation of social, will launch on 6 October and aim to attract half a million customers by the end of 2012.

In a statement, FT-O said Sosh will target 18-35s who “grew up with the internet” and would “shake up” the mobile market by putting communities at the heart of its offers.

The company outlined three offers – all commitment free – costing €19.90, €29.90 and €39.90. FT-O said users would be able to access social networks, videos, e-mail, internet and VoIP as standard.

In a new development, customers on the two most expensive plans will be use their mobile as a modem to connect other devices, such as tablets, PCs and netbooks, so they can use their mobile broadband connection as they please.

Delphine Ernotte, executive vice president of Orange France, said of the target market: "They are connected to their friends and are active on social networks, they buy online, and they're always looking for great deals for leisure activities, outings, music and cinema. Above all, they want to form new relationships with brands."

FT-O said Sosh would pioneer a web-based customer service in which the company would “get involved” and be “available for discussions” in a dedicated forum and across social media platforms.