It was recently revealed that due to the merger between France Telecom and Deutsche Telekom, the Everything Everywhere brand will be used in marketing by both T-Mobile and Orange networks. Since this partnership was announced, there has been much speculation as to whether the T-Mobile brand would be phased out in favour of its former rival.
These rumours have now been put to rest with the news from their parent company that both brands will be retained in the UK market. The CEO of the newly formed business has confirmed that they want to keep both as they each have their own distinct “personalities” and appeal to customers.
Speaking about the name, chief executive Tom Alexander explained:
“What I wanted was a company name that did not distract or confuse from two very strong brands.
“What I wanted was something that was additive. I love Everything Everywhere because it really does encapsulate the vision and the ambition for the company.”
Following the merger of the third and fourth placed mobile phone companies in the UK, the Everything Everywhere business now has over 30 million customers signed up to their mobile and broadband services, which accounts for a significant UK market share of 37 percent.
As one of the biggest communications companies in Britain, the merger has made cost savings of around £3.5billion as it will now be able to share mobile phone masts and job cuts are also expected in the near future.