Everything Everywhere sees record contract growth

Everything Everywhere gained a record number of contract customers in the last quarter driven by consumer demand for smartphones.

T Mobile Full Monty

The company, which was formed from the merger of Orange and T-Mobile, gained 313,000 new contract customers in the three months to 31 December.

Smartphone customers are considered more lucrative for mobile operators as they usually buy more expensive data packages on pay-monthly contracts.

Everything Everywhere reported that 69% of its contract customers are now smartphone owners, up 18 percentage points year-on-year. Almost half (48%) of its customers are now on contracts.

The gains emphasise why Everything Everywhere is focusing its current multi-million pound brand campaign for Orange around its premium mobile internet products. The current T-Mobile campaign also highlights a data package as part of its unlimited “Full Monty” price plan (pictured).

Everything Everywhere’s revenue from customers slipped 2.1% to £6.2bn for the full year to 31 December, which was blamed on Ofcom clamping down on termination rates. The company added 894,000 post-paid customers in the period, with T-Mobile marking the highest contract additions since 2006.

Income from data and messaging services made up 43% of total revenue, up six percentage points year-on-year.

Last year Everything Everywhere made a series of job cuts, which resulted in the number of marketers at the company slashed by 10%.

Everything Everywhere says it made £278m of savings last year and is on track to make £3.5bn in savings by 2014.

Olaf Swantee, Everything Everywhere’s chief executive, says: “As a result of network sharing and customer experience improvements, we are seeing good commercial momentum and are capitalising on the smartphone and data opportunity to drive underlying growth.”

Click here to read a Q&A with Everything Everywhere’s director of brand Spencer McHugh.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here