Zte used penetration pricing with the Blade in order to establish itself in the UK market (setting the price low in order to attract customers and gain market share. The price will be raised later once this market share is gained).
Also, Orange risks damaging its relations with other manufacturers if it prices the Skate too low. The other manufacturers will simply shift their products to other networks, resulting in lost sales to Orange and ultimately market share. Orange was able to sell the Blade at a low price because Zte was unheard of and so the other manufacturers would not have taken much notice. This is no longer the case.