Orange-T-Mobile to become Everything Everywhere

Orange and T-Mobile are to be housed under the parent company name of Everything Everywhere from 1 July but will retain their separate brand identities.

T Mobile and Orange
T Mobile and Orange

Marketing for both brands will be headed by Guillaume van Gaver, vice president of marketing. Mark Duncan will be vice president of sales & loyalty, Steven Day, will be vice president of brands and communications and Andrew Ralston will be chief commercial officer.

The merged network, which is Britain’s biggest communications company, is “promising to transform the industry and give UK consumers the best coverage, devices, service and communications experience possible.”

Lysa Hardy, head of brand and communications at T-Mobile UK, will become vice president of T-Mobile Propositions.

Everything Everywhere will run the two brands, Orange and T-Mobile, and will have a customer base of 30 million people: over half of the UK adult population.

Each brand have its own shops, marketing campaigns, propositions and service centres. Saatchi & Saatchi handles T-Mobile and Fallon handles Orange.

However, behind the scenes, the two brands will be run by one company, with one team and one vision designed to give consumers instant access to the people, places and things they want, wherever they are. All 16,500 employees will work for Everything Everywhere.

Tom Alexander, chief executive of Everything Everywhere, says: “Through our scale and Britain’s only super-network with its unsurpassed coverage and capacity, we will be leading this revolution, giving customers instant access to everything, everywhere.”

“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.”

The company says that for customers it will mean bigger network and better coverage, while reducing the number of stations and sites. Later this year, customers will experience the first benefits of the merger, with the ability to roam across both networks at no additional cost.

Together Orange and T-Mobile have over 700 stores on the British high street today. The company is now looking at continuing to improve and evolve its estate to generate more sales and cement its position as the UK’s number one communications company.

It says that with greater scale, the company intends to develop new revenue streams in adjacent markets, such as mobile advertising and mobile commerce and will ramp up offers to the business market, with the best propositions and value for businesses across Britain.

There is a new leadership team for Everything Everywhere, with key personnel from both Orange and T-Mobile running key areas of the enlarged business. The team is led by Tom Alexander, chief executive, and Richard Moat, chief financial officer and deputy chief executive.

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