T-Mobile and Orange to be Everything Everywhere

News today of the upcoming merger between Orange and T-Mobile, with the announcement that both brands are going to be kept active on the High St, being run by a company that will be called Everything Everywhere.

It was decided to retain the Orange and T-Mobile brands due to each owning “clear emotional territory” in the marketplace. The two brands will be aimed at specific market segments, although how that will work for each respective brand is not yet clear.

Integration work starts from July 1st, with work to integrate network infrastructure, removing sites and base stations where there is duplication of coverage. Interestingly, for existing Orange and T-Mobile customers, roaming across the two networks will come into force later this year at no additional cost. The combined venture will be the largest communications company in Britain, with over 30 million customers.

Tom Alexander, chief executive of the Everything Everywhere joint venture, said: “We are Everything Everywhere – it’s our name, our vision, and our ambition – and we run two of the UK’s biggest brands Orange and T-Mobile. It’s our vision to give our customers instant access to everything everywhere, opening up a world of endless possibilities.”